Starting December 1, training providers under SkillsFuture Singapore (SSG) will no longer be allowed to engage third-party agents to market, promote, or advertise their courses. This decision marks a significant policy shift aimed at improving transparency, protecting learners, and maintaining public trust in Singapore’s adult learning ecosystem.
Why the Ban Was Introduced
In a statement released on October 8, SSG announced that the prohibition comes after a growing number of public complaints about questionable marketing tactics used by independent agents. Over the past year, SSG received reports of third-party promoters offering incentives or misleading information to push course sign-ups.
Some agents were even found persuading individuals to register for courses they were not qualified for—such as encouraging seniors with limited English proficiency to join English-medium classes.
SSG explained that while such practices are not yet widespread, they pose a heightened risk of misrepresentation, over-promising, and undue influence. There is also a potential for personal data misuse, as third-party agents often collect sensitive information to process registrations.
What the New Rules Mean for Training Providers
Under the new directive, third parties will be barred from contacting learners directly, accessing personal data for marketing purposes, or representing training providers in any way.
This means training providers must now handle all promotional and recruitment activities in-house, ensuring that all information shared with learners is accurate and consistent with official course details.
According to SSG, this move is part of a proactive approach to uphold integrity, transparency, and data protection across the training landscape. The goal is to ensure that learners make informed decisions based on course quality, content relevance, and professional credibility—rather than persuasive sales tactics.
All registered training providers are required to fully comply by December 1.
Exceptions and Approved Partnerships
While external promoters are banned, SSG clarified that there will be specific exceptions.
Training providers are still allowed to collaborate with SSG-designated intermediaries such as SkillsFuture Queen Bees, Skills Development Partners, and other approved public-sector partners. These intermediaries play a curated role—connecting learners and companies with relevant courses that align with national workforce development goals.
Such collaborations remain permissible because they are structured, transparent, and focused on aggregating demand for quality training rather than aggressive sales promotion.
Training providers that wish to engage any other external partners for marketing must seek prior approval from SSG, which will review requests on a case-by-case basis.
What Counts as “Third-Party” Marketing
Individuals directly employed by the training provider will not be considered third parties. This means companies can continue to run outreach activities—such as roadshows, public booths, or information sessions—as long as the marketing staff are official employees on the provider’s payroll.
In other words, internal marketing and sales teams can continue their activities, but outsourcing these functions to independent agents or freelancers will not be allowed.
SSG has also reminded the public that any non-compliant marketing practices can be reported via the official SkillsFuture feedback portal on its website.
How Training Providers Are Adapting
Some training providers are already preparing for the transition. Biz IQ Academy, a local institution offering courses in media, marketing, culinary arts, and design, shared that the change will have minimal impact on its operations.
According to Isaac Chan, General Manager of Biz IQ Academy, the company’s outreach and roadshows are primarily managed by in-house education consultants and marketing staff. While the academy occasionally works with external digital marketing partners, it has begun retraining its internal team to meet SSG’s new compliance standards.
“By strengthening our internal capabilities, we can ensure that our marketing remains transparent and aligned with SSG’s guidelines,” said Mr. Chan.
However, Mr. Chan noted that smaller training providers could face challenges. Many smaller firms rely on third-party agents and digital marketers to reach new learners, especially those without dedicated marketing teams. With the ban, these providers will need to restructure their outreach strategies or hire new staff to replace outsourced functions.
Building Trust Through Transparency
The new regulation signals SSG’s commitment to raising standards across Singapore’s adult learning sector. By cutting out third-party promoters, the agency aims to eliminate misleading sales tactics and restore confidence in SkillsFuture courses.
Learners will benefit from more accurate, transparent information and a clearer understanding of course outcomes. Training providers, in turn, will be encouraged to focus on quality, learner experience, and genuine skill development rather than aggressive recruitment tactics.
As Singapore continues to champion lifelong learning, this move underscores the government’s effort to ensure that the SkillsFuture ecosystem remains ethical, credible, and focused on empowering individuals to upgrade their skills responsibly.
Conclusion: A Step Toward Ethical and Sustainable Learning
The ban on third-party promoters may pose short-term challenges for some training providers, but in the long run, it represents an important step toward accountability and professionalism in Singapore’s training landscape.
By requiring direct communication between learners and certified training institutions, SSG ensures that SkillsFuture remains true to its mission — helping Singaporeans gain relevant, high-quality skills through a transparent and trustworthy system.
For learners, this means greater confidence in their education choices. For providers, it’s a call to strengthen in-house expertise and align marketing with integrity.
Ultimately, Singapore’s lifelong learning ecosystem stands to emerge stronger, fairer, and more future-ready.
