Purplebricks removes misleading claim after complaint...

Purplebricks has removed advertising claims which suggested it sold homes for a higher sum, on average, than rival agencies.

The Advertising Standards Authority says it received a complaint about Purplebricks regarding a claim that it sold properties for £8,000 more on average than the top five agency brands.

The claim also suggested that it sold homes more rapidly than the same top five.

“The complaints queried the accuracy of these claims and whether they could substantiated and verified” a spokesperson for the ASA has told Estate Agent Today.

“Purplebricks agreed to remove the claims, and on that basis the matter was resolved informally” the spokesperson adds.

Purplebricks has famously rejected previous requests by journalists, agencies and analysts to reveal information about its sales record.

This is thought to be the 14th time that the agency has been the subject of one or more complaints to the ASA.

In the early years of the agency it was the regular subject of many complaints, but these have tailed off; the complaint before this latest one was in July 2020 when Purplebricks agreed to change misleading wording relating to deferred payments.

The ‘informally resolved’ status is the lowest level of finding from the ASA, and indicates the authority is satisfied the advertiser will amend the wording to conform with its code. There will be no formal investigation or further action about the issue.