Many tuition centers use aggressive advertising, promising exceptional results or warning of failure without their help. However, a survey of over 15 parents by The Straits Times reveals that most are not swayed by such marketing tactics. Instead, they enroll their children in tuition to address learning gaps, provide extra language exposure, or prepare for critical exams.
Parents Prioritize Practical Needs Over Ads
Mr. Ron Tan, a 40-year-old legal consultant, sends his two preschoolers, aged 4 and 6, to Berries, a Chinese enrichment center. He chose the center not because of advertisements but due to its strong reputation through word of mouth. “Berries doesn’t advertise. We heard about it from others,” he said. Proximity to his home and flexible class timings also influenced his decision.
Similarly, Mr. Zuriel Zhuo, 44, has been sending his two sons to Chinese tuition for years. His eldest son, now 16, has been taking online Chinese classes since Primary 2, while his younger son, 11, attends Mavis Tutoring Centre. Mr. Zhuo’s decision was based on his wife’s positive experience as a former student at the center, not its advertising.
Addressing Gaps in School Education
Some parents turn to tuition to supplement what schools cannot provide. A housewife, Mrs. Toh, enrolled her sons in extra Chinese classes to increase their exposure to the language. “At school, they only use Mandarin in mother tongue classes. At home and with friends, they speak English. We wanted to give them more practice,” she explained.
Ms. Felicia Keerthini Edward, a 43-year-old IT professional, shared that her eldest daughter requested math tuition in Primary 6 because her school teacher focused more on managing disruptive students than teaching. “Class sizes in Singapore are not ideal,” Ms. Edward said. She found an online math tutor through a friend’s recommendation, emphasizing that she was never influenced by ads.
Tuition Industry Under Scrutiny
The tuition industry has recently faced criticism for using fear-based advertising to attract customers. Education Minister Chan Chun Sing highlighted these practices, while Bukit Panjang MP Liang Eng Hwa raised concerns about tuition centers advertising outside schools.
In response, the Ministry of Education (MOE) and the Advertising Standards Authority of Singapore (ASAS) are exploring ways to curb misleading ads. ASAS chairman Bryan Tan noted that while complaints about tuition ads are relatively low—only 10 in the past five years—they often involve misrepresentation of student results, tutor qualifications, or unauthorized use of students’ images.
Why Tuition Demand Persists
Despite MOE’s efforts to reduce academic stress, such as revamping the PSLE scoring system and removing exams for younger students, tuition demand remains high. Dr. Wong Hwei Ming of the National Institute of Education attributes this to parents’ belief that academic excellence is crucial for their children’s future. Fear of falling behind peers and social norms also drive demand.
Sociologist Paulin Straughan, dean of students at Singapore Management University, added that the PSLE’s role in secondary school placements fuels reliance on tuition. “As long as the PSLE remains a key filter, stress and tuition demand will persist,” she said.
How Parents Can Verify Tuition Claims
With tuition centers employing various advertising strategies, Dr. Wong advises parents to take the following steps:
Check Credentials: Verify tutors’ qualifications and teaching experience.
Seek Referrals: Ask other parents or students for honest feedback about a center’s effectiveness. Avoid relying solely on reviews posted by the center itself.
Conclusion
While aggressive advertising is common in the tuition industry, most parents prioritize practical factors like reputation, convenience, and word-of-mouth recommendations. As the government works to regulate misleading ads, parents continue to seek tuition as a means to support their children’s academic journey.
