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Watchdog steps in after £36,000 discrepancy on new homes website

The Advertising Standards Authority has stepped in following a complaint about the website for property developer Keepmoat.

The ASA says that the website featured a page which stated "Prices from £111,995 [for] two storey house, three bedroom homes". Another section headed further down the same website’s page listed plots available and the price for each stated "£111,995 - Full price".

However a complainant - who enquired about the property and was informed that the price was in fact £147,995 - challenged whether the price claims in the ad were misleading and could be substantiated.

The ASA contacted Keepmoat which confirmed that the prices shown were assigned incorrectly to that particular development, and the firm removed the claims relating to those plots, amended the headline and gave the authority assurances checks would be carried out to ensure that price claims in future ads related to the products advertised.

The case was resolved informally by the ASA.


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