The Advertising Standards Authority has intervened after a series of complaints about adverts placed by estate agents and other property industry organisations.
All four have been informally resolved after discussions between the ASA and the advertiser.
In the first, concerning Bradleys Estate Agents in the south west, the ASA received a complaint about a banner on the firm’s website which featured the claim “Land can only go up in value”.
The complainant challenged whether the claim was misleading and could be substantiated.
“We contacted the advertiser who provided written assurance the claim would be removed from their website. We told them not to make claims about the value of land in the absence of adequate evidence. We then closed the case on an informal basis” says an authority spokeswoman.
The second case concened B C Estates and concerned a listing on Rightmove for a property being sold by Whitegates.
The complainant challenged whether the ad was genuine as they believed the images being used on the website were not of the actual property.
“We contacted the advertiser who removed the post immediately. We then considered the case resolved and closed it on an informal basis” says the authority.
The ASA also received a complaint about a flyer for a new Cala Homes development in Mickleton.
The complainant objected to the use of the claim ‘market town’ to describe Mickleton as they believed it to be a village.
The mistake was put down to human error and the case was closed informally.
Finally there was a complaint concerning TSPC Holdings Ltd in which a radio advertisement voiceover stated: “If you’re a home seller or buyer, choose TSPC.co.uk. It hits the target of 90 per cent of homes for sale in Dundee, Angus and North Fife. Remember only a TSPC Member Solicitor can offer you the reach of TSPC.co.uk.”
Max Real Estate Centre challenged whether the claim “it hits the target for 90% of homes for sale in Dundee, Angus and North Fife” was misleading and could be substantiated.
“We contacted the advertiser who provided evidence to substantiate the claim. However when we contacted Radiocentre they confirmed the script for the ad had not been cleared. As the script had not been cleared, the broadcaster agreed to withdraw the ad. As no further action was necessary we considered the case resolved and closed it on an informal basis” according to the ASA.