UK Agent Quality Framework (AQF)

Malvern International is proud to be a signatory of the UK Agent Quality Framework (AQF) – a collaborative, sector-wide initiative established to uphold the integrity and high standards of UK higher education.

Launched at the 2023 British Universities’ International Liaison Association (BUILA) conference, the AQF represents a united effort among UK institutions, education advisors, and government bodies to adopt and promote a shared ethical charter.

Malvern International has joined numerous other UK education providers in pledging to work collaboratively in support of ethical and effective student recruitment practices.

“The AQF is a collaborative, sector-wide initiative, delivering the tools that both students, agents and universities need to ensure that the standards associated with UK higher education are maintained and protected.”

Catriona McCarthy, Chair for BUILA

What the AQF Means for Malvern International and our partners

By joining the AQF, we take an active role in fostering a transparent, ethical, and student-centred recruitment process. As part of this commitment, Malvern International expects all of our recruitment partners to:

Host the Student Guide to Choosing an Education Agent on their website.
Share the guide proactively with all students who engage with the agency’s services.
Enrol in and complete the British Council’s UK Education Agent and Counsellor Training, providing proof of completion for all student-facing staff.
Uphold a consistently high standard of support and guidance, ensuring a quality student experience.

Our pledge in practice

At Malvern International, we are committed to aligning our own recruitment practices including counselling, agent management, and training with the National Code of Ethical Practice for UK Education Agents. This code serves as the foundation of the AQF and outlines five key pillars of conduct:

Expected behaviour

Act with integrity, respect local and international regulations, and promote a positive image of the UK education sector.

Ethical business practice

Promote partner institutions honestly, without unfair or negative comparisons or misleading claims.

Objective advice and guidance

Provide accurate, complete, and student-centred advice based on individual needs, goals, and circumstances.

Student-focused practice

Act in the best interests of students, offering transparent, supportive, and ethical counselling at all stages.

Organisational competence

Maintain strong institutional knowledge and professional expertise across all student-facing staff and partners.

Support resources for our recruitment partners

To help ensure our partners operate in line with the AQF, we provide and encourage the use of the following tools and resources:

Tools	Description	Access
Student guide to choosing an education agent	Practical advice for students when selecting an education agent. Should be shared with all prospective and current students.	Download PDF
British Council education agent & counsellor training	Free, online, modular training covering UK education systems, student experience, visas, ethics, and more. Certified students receive an online certificate and digital badge.	Learn More
The good practice guide for UK education agents	Provides quality assurance framework, ethical guidance, and supports implementation of the national code.	Download PDF
National code of ethical practice	Official standards for education agents working in UK recruitment, aligned with the London statement and national code.	Download PDF
Consumer rights guide for undergraduate students	Government-issued advice on rights, complaints procedures, and transparency expectations.	gov.uk.guidance
Professional associations & networks	Membership and affiliation with reputable organisations promoting ethical recruitment (e.g., BUILA, British Council, ICEF, NAFSA, OACAC)	BUILA (British Universities’ International Liaison Association British Council NAFSA (Association of International Educators) OACAC (Overseas Association for College Admission Counseling) ICEF (International Consultants for Education and Fairs)

Expectations for recruitment partner operations

We view our recruitment partners as key collaborators in our mission to deliver high-quality, ethical student recruitment.

In line with AQF standards, we expect our recruitment partners to have:

Resource or Policy	Description & Expectation
Training records	Maintain documentation of participation in professional development activities, especially the British Council’s training programme.
Student agreements	Clear, written or digital agreements between agents and students outlining fees, business practices, and a transparent complaints procedure.
Ethical sales and counselling practices	These should be included in internal staff handbooks and reflect the company’s values, aligning with AQF and National Code expectations.
Governance and document management	Policies and systems for responsible document handling and operational governance.
Third-party protocols	Well-documented procedures for managing sub-agent relationships, with demonstrable auditing and accountability.
Sub-agent training oversight	Agencies must ensure sub-agent counsellors meet training standards, ideally completing the British Council’s certification.

At Malvern International, we believe ethical recruitment is central to student success. Through our AQF pledge, we’re committed to leading by example and working only with partners who share our values of trust, transparency, and student-first practices.

Malvern HE Partnerships

Malvern HE Partnerships is a wholly owned subsidiary of Malvern International Plc, partnering with higher education institutions in the UK and abroad to provide a wide suite of services, from admissions support to international study centres.