The fledgling group claiming to represent independent estate and letting agents, CIELA, says it has lodged a complaint against Purplebricks with the Advertising Standards Authority - and describes this as “purely a starting point.”
In a statement released last evening the Charter for Independent Estate and Letting Agents claims Purplebricks has refuted its lengthy complaint, submitted to the hybrid agency some weeks ago and reported at the time here.
“As a result of [Purplebrick’s] refusal to accept our points on their advertisements, we have accordingly filed a complaint with the ASA and expect a response within the next two weeks” says the CIELA statement.
No wording of the submission to the ASA has been released.
The statement says the organisation’s aims including seeking “to defend consumers from misleading corporate advertisements and [we] will actively pursue any such adverts by national agency brands we become aware of.”
It also encourages its member agents to let the organisation know of any advertisements from national agencies that are considered misleading, and “to take these matters up themselves directly with the ASA” if other local agents make claims that members regard as misleading.
“We will be providing easy guidance on how to submit a complaint to the ASA with the best chances of it being upheld if it breaches their guidelines. In short, your complaint must quote the specific guideline clause you believe has been breached and why, otherwise your complaint is likely to be dismissed” concludes the note.