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Watchdog intervenes over London agency's portal advertising

The Advertising Standards Authority has stepped in to resolve a complaint about a small London estate agency’s online references to its portal membership.

The ASA received a complaint about an online ad for Leslie Leigh & Co, which displayed logos from the Office of Fair Trading, Rightmove and The Property Ombudsman.

The complainant challenged whether the ad was misleading because the OFT no longer exists (it was replaced by the Competition and Markets Authority in April 2014 - 27 months ago) and because at the time of the complaint the agency was not advertising its properties on Rightmove.

“After contacting the advertiser about the complaint, we received written confirmation from them that they would remove the OFT logo from their advertising” says a spokeswoman for the ASA.

However, by the time the complaint was resolved the firm was again advertising its properties on Rightmove and “as such were able to use the logo” says the authority representative.

As of early this morning the agency’s own website included logos suggesting membership of the NAEA and ARLA, TPO, Rightmove and OnTheMarket. 

“We considered that the advertiser had made all of the changes we required and closed the case informally” says the ASA spokeswoman. 

Leslie Leigh & Company was established over 60 years ago and operates in the Edgware area. 

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