The Advertising Standards Authority has intervened in the case of an estate agency using information from Rightmove that was more than 90 days old.
Harrisons Estate Agents in Bolton produced a leaflet which stated: “Join the fastest growing estate agent in Bolton” and “1st out of 79 agents. Our results speak for themselves Official Stats from Rightmove”.
The leaflet featured a pie chart showing the agency’s market share compared to nearby rival agencies. In small text it stated: “Sales agreed report” and listed a number of postcodes.
Another Bolton agency, Miller Metcalfe, reported the leaflet to the Advertising Standards Authority suggesting that the data was out of date and suggested the claims “...fastest growing estate agent in Bolton” and “1st out of 79 agents” were misleading and it challenged whether they could be substantiated.
The ASA contacted Harrisons which explained the claims were based on Rightmove data that is valid for 90 days; however, it said that the 90 days were up and the claims had been amended in new advertising.
“Because we understood the problematic claims were no longer appearing, we considered no further action was necessary and closed the case on an informal basis” an authority spokeswoman has told Estate Agent Today.
Last week we asked the ASA to explain why so many complaints against estate agencies ended with informal resolution rather than any more formal measure: here is the authority’s reply.