"That's appalling, that's disgraceful," Obama said. "They're trying to swindle and hoodwink you."
In remarks that echoed some of his election-year rhetoric, Obama said he made troops and veterans a promise that America would fight for them just as they fought for their country. He addressed what he called the "9/11 generation," both in the military and out, as he listed accomplishments of his first term.
First, the president and Michelle Obama paid tribute to fallen soldiers, walking slowly hand in hand along the Fort Stewart Warriors Walk, a wide path lined with 441 memorial trees. At the base of each tree sits a granite marker with a soldier's name.
Though there is little the federal government can do to shut down diploma mills, the new protections would make it harder for postsecondary and technical schools to misrepresent themselves to military students.
The main target of the White House action is for-profit colleges and universities that market heavily to military families because of the easy availability of federal money under the GI Bill.
Some postsecondary schools try to attract current and former military service members using deceptive military-themed websites that appear to be government-run or connected to the GI Bill benefit system, administration officials said.
Commercial sites like GIbill.com, for instance, give the appearance of being information sites about the benefit but in fact direct users to a narrow list of mostly for-profit institutions.
Colleges - not all of them for-profits - advertise on such sites and pay outside companies for recruiting leads, hoping for a piece of the estimated $9 billion the new G.I. Bill is expected to pay out this year to educate nearly 600,000 veterans.
Much of the advertising is tied closely to online searches for terms like "GI Bill." As a result, the Obama administration wants to trademark the term "GI Bill" so it can't be used as an enticement.
Quality at for-profit colleges varies widely, and many are a good fit for students, particularly adult learners looking for flexible scheduling and specialized career training that often requires a certificate but not a degree.