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eMoov and other property firms resolve ad disputes with advertising watchdog

eMoov is one of several property firms to have ‘informally resolved’ disputes with the Advertising Standards Authority - usually achieved by amending a disputed ad to avoid a more formal judgement by the ASA.

Each week the authority sets out ‘formal decisions’ to accept or reject a complaint. In extreme circumstances this can lead to an advertisement effectively being banned. 

However, ‘informal resolution’ of cases usually involves a discussion between the ASA and the company about the nature of the complaint, and a voluntary agreement by the company to amend wording or accept that it would not continue to use disputed wording.


In the eMoov case, the complainant was concerned whether savings claims made via a savings calculator on eMoov's website were misleading; the complainant was also concerned about the use of VAT-exclusive prices. The ASA raised the issue with eMoov: “they agreed to amend their advertising” according to a statement from the authority.

There were three other property-related complaints, again all informally resolved.

Castle Carrick: A complainant was concerned whether the claims on the Castle Carrick website were misleading because they believed that the advertiser did not own the castle.

Hannells Ltd: The complainant was concerned that claims in the press ad for Hannells Ltd were misleading about the company and its price claims were misleading.

Robert Hyde: The complainant was concerned that claims made on the Elite Cottages website for holiday cottages were misleading.

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    emoov seem to always be in the dock over their advertising. The problem with these 'informal' resolutions is that yes the ad is changed but there is no penalty for misleading advertising. These firms can say whatever they want and then IF it is taken to the ASA it seems in most cases they are just asked to change it rather than have the ad banned or so on. This means misleading ads will continue to appear and firms will continue to take risks with their ads in the knowledge that there is no real punishment. Harder enforcement please ASA!


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