A UNIVERSITY has been told to change its “unacceptable” admissions policy.

University of Brighton, along with other universities across the country, has been blasted by Education Secretary Damian Hinds for using “conditional unconditional” offers.

This means that the university guarantees a student a place, but only if they put the university as their first option.

This could breach consumer rights laws, according to the Department for Education.

“It’s is simply unacceptable for universities to adopt pressure-selling tactics. It is not what I would expect to see from our world-class higher educations institutions,” said Mr Hinds.

“I am concerned about the wider picture of how some universities are getting students through their doors.”

Universities Minister Chris Skidmore added unconditional offers should be used responsibly, not to “force” students into making a decision.

He added: “This excessive use of conditional unconditional offers is not in the best interests of students.”

But Stephen Dudderidge, registrar at the University of Brighton, said he was disappointed his university was being accused of “pressure-selling”.

He said: “The University of Brighton’s use of unconditional offers has nothing to do with ‘pressure-selling’ and it is disappointing that the Secretary of State has chosen to refer to it as such.

“We only make conditional unconditional offers to those students with a profile of achievement that indicates they would directly benefit from such an offer.

“Our admissions policies reflect our inclusive approach and commitment to a diverse cohort.”

Meanwhile, the University of Sussex scrapped conditional unconditional offers in January after using them last year.

Vice-chancellor Adam Ticknell said: “Given the small numbers of undergraduates now admitted via this route, we feel the time is right to discontinue our unconditional offer scheme.”

Education Secretary Hinds has now called on the Government to take a “comprehensive look” at university admissions procedures.