‘Common’ for SkillsFuture training providers to use external marketing agents, say industry players

In other instances, agents persuaded prospective trainees to enrol in courses for which they did not meet the minimum requirements, such as encouraging seniors with limited English proficiency to take English-medium courses.

While not widespread, SSG said such tactics pose “heightened risk” of misrepresentation, over-promising, or undue influence on learners.

SSG said reports on undesirable marketing practices involving third parties rose from 15 cases in 2024 to 21 cases between January and August in 2025.

The ban on external promoters is to “safeguard learner interests and uphold the integrity of course marketing”, it said.

The agency added that it will monitor training providers’ activities on the ground and take action against non-compliant ones.

Industry players said the ban on external marketing services could hit smaller players the hardest, although it will help standardise companies’ interactions with learners.

Ms Serene Tay, president of SAPTCO Singapore, which represents over 50 training providers, said third-party promoters are common among smaller or newer players who lack marketing capacity.

“I welcome the intent as third-party promoters have, in some cases, created inconsistencies in how SkillsFuture schemes are explained to learners, which erodes trust in the industry,” said Ms Tay, who is also the director of Ascendo Academy, which specialises in safety-related courses like food and workplace safety.

“That said, I’m concerned about smaller training providers which have deep industry expertise and are highly compliant, but rely heavily on third parties. Without time or resources to build in-house teams, they may struggle to survive, and this may eventually lead to loss of jobs if they exit the market.”

Short-term enrolment dips are also to be expected for smaller providers, she added.

“Some third-party agents specialise in reaching hard-to-engage groups, like upskilling blue-collar workers,” Ms Tay said.

“Without those partners, training providers may struggle to connect with these demographics, undermining SkillsFuture’s goal of inclusive upskilling.”

Mr Ives Tay, a specialist adult educator who helps training providers with quality assessment, said smaller providers are crucial in the continuing education and training space as they often deliver courses in emerging skills or highly specific industries that institutes of higher learning (IHLs) may not yet cover.

This is because they can adapt quickly to new trends or regulatory requirements, offering ultra-short, modular or micro-credential courses that fit adult learners’ schedules.

Many of these providers also tap practitioner instructors and hands-on projects, offering an alternative to the more academic approach of IHLs, he said.

Mr Jefrey Gomez, chief executive of ClickAcademy Asia, which runs digital marketing and business courses, said the changes mark a major shift that will require an overhaul of how training providers attract customers.

He said his firm engages marketing agents, but from Dec 1, will directly target corporate clients and boost in-house marketing capabilities. 

And while he supports the intent behind the rules, he believes the blanket ban is “a blunt instrument”.

“Not all resellers engage in questionable practices,” Mr Gomez said.

“There are professional and compliant partners which provide a real service by extending our reach and helping companies curate relevant training.

“It is unfortunate that the actions of errant operators have led to a complete ban on legitimate third-party support.”

Mr Gomez said SSG should consider accrediting reputable marketing partners rather than impose a blanket ban, a view echoed by creative academy Hustle Institute.

For example, he said SSG can qualify or certify third-party agents with good records and proper processes in place to manage the risks associated with errant resellers.

A spokeswoman for Hustle Institute, which offers media and marketing courses, said a review framework could help distinguish and recognise “good and reputable marketing agents with proven track records and structured management systems”.

Mr Anson Kuah, managing director of @ASK Training, said SSG should offer clear guidance and support so that all providers can make this shift smoothly.

Ahead of the ban, most training providers are pivoting to in-house marketing and other efforts, such as working with SSG partners like SkillsFuture Queen Bees, leading firms that help other businesses in the industry with training. 

@ASK Training, which runs IT and soft-skills programmes, will reach learners through digital channels, community partnerships, corporate engagement and public workshops.

“It’s a major shift, but aligns with our own direction,” said Mr Kuah, adding that his company stopped using third-party promoters in June.

He noted that tighter control of marketing practices will ultimately raise the overall credibility of the training industry.

“Learners can have more confidence that the information they receive is accurate, consistent and directly from the source,” Mr Kuah said.

“It also helps level the playing field, ensuring that providers who prioritise ethical, responsible marketing are rewarded over (those who use) aggressive or misleading tactics.”