Education authorities cautioned students and parents to be wary of pricey university application consulting services, aiming to leverage on families desperate to secure a coveted spot at a top university for their children, as the national college entrance exam, or gaokao, concludes on Tuesday.

The Ministry of Education has also urged them to be vigilant against exam-related scams and misinformation, citing a series of issues ranging from fraudulent claims to unqualified counselors. Do not trust unofficial information and expensive application counseling services, it said.

It listed several typical cases: such as firms allegedly claiming access to "internal data" from universities to guarantee admission, and those boasting of "expert teams" of university application planners, who are often hastily recruited individuals reading from a script to "guide" students.

Some application guidance services exaggerate the employment prospects of certain majors, creating the illusion of so-called hot programs, with an underlying motive to sell certain courses and consulting services for profit, the ministry said.

The warnings came as the market for such services has grown into a burgeoning industry that fosters an atmosphere of anxiety.