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eMoov amends website wording after ASA complaint

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

The complaint challenged whether two statements on eMoov's website could be substantiated and if not, that they were misleading.

The first statement was that consumers would be "34% more likely to sell with eMoov", the second was that eMoov was "the leading digital estate agent".

eMoov agreed to voluntarily amend its website after the ASA raised the complaint with the agency.

Both statements appear to have been removed from eMoov's site, with the firm now claiming that it is "The UK's Best Rated Online Estate Agents".

eMoov has been the subject of numerous complaints to the ASA in the past. In 2016, Estate Agent Today reported on three separate informally resolved cases involving Russell Quirk's firm, as well as one case where an eMoov advert was banned by the watchdog

Also this week, the ASA has informally resolved a complaint made against Scargill Mann & Co, an estate agency operating in the East Midlands.

The firm listed a property as having five bedrooms. The complainant understood that the property did not have building regulation approval for two of the bedrooms and challenged whether the description of the property as having five bedrooms was misleading. 

"We raised the complaint with the advertiser who agreed to amend the listing to state three bedrooms and two attic rooms," says an ASA spokesperson.

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    What a sad state of affairs this has become. They know they can make any claim they like, because it seems the worst that is going to happen is that they simply have to change it.

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