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Graham Awards


Agency amends Help To Buy press ad after complaint to watchdog

South west regional agency Luscombe Maye has amended an advertisement for a new housing development following a complaint to a watchdog.

A regional press ad taken by the agency promoted new homes in Totnes, Devon. 

The text stated "from £345,000 or £276,000 with Help to Buy”.


The complainant suggested the ad did not make it clear that the lower price involved a loan from the government which would need to be repaid; a complaint was lodged with the Advertising Standards Authority.

An authority spokeswoman told Estate Agent Today: "Luscombe Maye gave their assurance that they had reviewed their advertising in light of the complaint and the requirements of the CAP Code.

“On the basis that future ads would not suggest that the purchase price of a property was reduced for people buying under Help To Buy and would include information that explained that Help To Buy involved a loan from the government that needed to be repaid; that there were eligibility requirements for it together with any other information required by Homes England, we agreed to resolve the complaint informally.”


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