East London agent ticked off by advertising watchdog

A regional press advertisement for Douglas Allen estate agents was reported to the advertising watchdog by Spicerhaart.

The Advertising Standards Authority – which has ruled against Spicerhaart on several occasions – upheld the complaint.

The advert showed photographs and gave details of various properties for sale in Bow, Clapton, Poplar and Dalston in east London.

The text “Hackney Office 020 7923 1919” appeared below one of the properties for sale in Clapton and one in Dalston.

At the bottom of the advert, wording appeared: “For your ideal home, contact your local branch: Bow: 020 8880 6333 Hackney: 020 7923 1919.”

Text in a separate box stated “Public Notice: Douglas Allen are now in receipt of an offer ... for 180a Clarence Road, Clapton ... Anyone wishing to place an offer for this property should contact: Douglas Allen, 13 Kingsland High Street, Dalston E8 2JS. Tel: 0207 923 1919 before exchange of contracts. Hackney Office 020 7923 1919.”

Spicerhaart thought the advert was misleading, because Douglas Allen did not have a branch in Hackney. They said the closest branch was in Dalston, and the Hackney phone number quoted in the ad was in fact for the Dalston office.

Douglas Allen said they were surprised at the idea that anyone could find the advert misleading, because their Dalston branch was in the London Borough of Hackney.

However, the ASA noted the advert described Hackney as “your local branch” and considered readers were likely to expect that Douglas Allen were referring to a physical office as opposed to merely coverage in Hackney.

It ruled that the advert must not appear again.