From the Office of the Chair, Alberta Association of Career Colleges (AACC)
The Alberta Association of Career Colleges is taking a clear and proactive stance in response to increasing reports of misleading recruitment activity targeting prospective students in Alberta, particularly newcomers and other vulnerable learners.
These practices are affecting both public and private institutions across multiple provinces and have the potential to create confusion, financial harm, and compliance risk for students and institutions alike.
Recent reports indicate that some prospective students have been told they will receive “large grants” or “only have to repay a small portion” of their funding if they enroll in specific programs. In some instances, this information has been accompanied by high-pressure recruitment tactics or assurances that an agent has special access to approval pathways.
Our Commitment to Ethical Recruitment
The Alberta Association of Career Colleges is firmly committed to transparent, ethical, and student-centred recruitment practices. In alignment with Alberta Student Aid policy and the direction of Bill 3 – the Private Vocational Training Amendment Act, AACC is issuing the following guidance to its member institutions, effective immediately:
Member institutions must not engage, contract with or conduct business with any third-party recruiter or marketing agent who:
- Represents student funding as “free money” or “guaranteed grants” without providing accurate, written clarification of the grant and loan mix and all associated conditions
- Misrepresents student aid eligibility, repayment obligations, immigration considerations, or post-study work rights
- Uses misleading, coercive, or high-pressure recruitment tactics
Institutions remain responsible for the conduct of any third-party agents or representatives acting on their behalf.
As Alberta’s regulatory framework continues to strengthen, expectations around transparency, ethical conduct, and restrictions on enrolment-based incentives will continue to increase.nd transparency, ethical conduct and restrictions on financial incentives tied directly to student enrollment.
Student Information Standards
Students must be provided with accurate, clear, and documented information relating to:
- The proportion of funding that is loan-based versus grant-based
- Their repayment responsibilities
- The potential consequences of providing false or misleading information in support of a student aid application under Alberta Student Aid programming
Ensuring students are fully informed is essential to learner protection and institutional compliance.
Recommended Actions for AACC Member Institutions
To support best practices and alignment with provincial standards, AACC encourages member institutions to take the following steps:
- Review all relationships with third-party marketers, recruiters, and agents
- Discontinue any relationships where misleading claims or pressure-based tactics are identified
- Audit all marketing, recruitment, and admissions communications to ensure they:
- Accurately represent tuition, fees, and program costs
- Clearly describe potential grant and loan funding with appropriate clarification
- Avoid guaranteeing specific funding amounts or repayment outcomes
- Implement or update a formal Recruiter Code of Conduct that:
- Prohibits false or unverified claims
- Requires transparency regarding compensation or incentive arrangements
- Establishes clear consequences for violations and non-compliance
- Ensure staff are equipped to respond to misinformation by:
- Providing accurate information to concerned students
- Directing them to official Alberta Student Aid resources
- Referring concerns, when appropriate, to the Private Career Colleges and Compliance Branch and the Private Career College Registry
Reporting and Information Sharing
If a member institution becomes aware of misleading activity by any third-party agent, whether affiliated with their institution or not, AACC encourages the documentation of relevant details such as screenshots, advertisements, messages, or communications.
Concerns may be shared with:
Alberta Association of Career Colleges – info@aacc.ca
Alberta Advanced Education – Private Career Colleges and Compliance Branch (See Alberta.ca)
This allows for responsible information sharing and coordinated, sector-wide awareness.
AACC Commitment
The Alberta Association of Career Colleges remains committed to working collaboratively with government, institutions, and community partners to protect learners, support ethical practices, and strengthen confidence in Alberta’s private career college system.
By prioritizing transparency, accountability, and integrity, our members help ensure that students are empowered to make informed decisions about their education and their future.
– Tim Ogilvie
Chair, Alberta Association of Career Colleges (AAoCC)
