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Complaint against eMoov savings claims informally resolved by ASA

The Advertising Standards Authority (ASA) has informally resolved a complaint made against online estate agency eMoov. 

A media sales adviser for a regional publisher challenged whether eMoov's comparison tool – which shows how much a seller could save by working with the online agency – could be deemed misleading because the fees quoted for traditional estate agents did not include VAT.

“We contacted the advertiser who agreed to ensure VAT was included in one inclusive figure. They also agreed to add a statement that explained VAT was included to the ad,” said a spokesperson for the ASA. 


eMoov voluntarily changed its comparison tool to include a statement, which reads: “Traditional estate agent fees include VAT” and the fee increments are displayed including VAT.

"It's always helpful to have dialogue with the ASA and we really appreciate their attention to our business in assisting us to hone our marketing messaging, so that it's even more accurate and compelling," Russell Quirk, eMoov founder and chief executive, told Estate Agent Today. 

In June, the ASA sought to ban adverts from eMoov on two separate occasions. 

The advertising watchdog has today also upheld two of three complaints made against hybrid agency Purplebricks.


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