The expansion of the international student market has coincided with a 'dramatic proliferation' of universities using agents to recruit international students. This practice is controversial due to the apparent conflict of interest between prospecting for students for a particular university, and advising students on that university’s suitability. Our paper analyses the challenges that arise from using agents. We find that there are examples of unethical practice, such as misselling and financial fraud. Yet we also explore the services that agents provide to students and universities, and find that they cannot easily be replicated by organisations that do not face the same inherent conflict of interest. The paper goes on to discuss the current picture in terms of regulation, both in the UK and further afield, and a range of other regulatory options. We conclude by recommending that the UK moves towards a sector-wide system of self-regulation to improve the quality of advice to potential students and reduce the risk of unethical practice.