Complying with the Consumer Markets Authority (CMA)
All content on our website, particularly content which sells a product, like our courses, must . This means giving our students and prospective students information that is clear, timely, accurate and comprehensive.
Using the right tone and style in Course Publisher
Your content should meet the editorial style guidelines and writing for the web guidelines.
You should:
- use 鈥榶ou will鈥� or 鈥榶ou can', not 鈥榶ou will be given the opportunity to鈥�
- use 鈥榳e鈥� and 鈥榶ou鈥�, not 鈥榯he Department鈥� or 鈥榯he School鈥�
- avoid subjective adjectives such as 鈥榚xciting鈥� or 鈥榠nteresting鈥�
- back up claims with evidence
Your tone should be assured and direct but welcoming.
Don鈥檛 be afraid to state the obvious. If we are one of the few universities to offer a subject in the UK, mention this.
Words to avoid
Avoid marketing clich茅s, higher education jargon and vague or complicated terms, for example:
- in addition
- thus
- furthermore
- broad range
- world-class
- world-leading or internationally excellent (unless referring specifically to a REF result)
- ever-changing
- cutting-edge
- state-of-the-art
- dynamic
- forefront
- fast-moving
- emerging
- leverage
- undertake
- utilise