Online agent easyProperty.com has agreed to withdraw several claims about its service from any future advertising following a complaint to the Advertising Standards Authority (ASA).
The complaint was made by a member of the public who had clicked on a link within a Google-sponsored search result to an ad that included: “Get an offer within 20 weeks”, “Save £2809 on estate agent fees”, “No commission fees” and “Save with low fixed fees”.
After contacting easyProperty, the complainant was quoted a saving of less than £2,809 and “was not given an explanation of how the advertiser could get them offers within 20 weeks”, the ASA says, and then challenged whether the claims in the ad were misleading and could be substantiated.
Claims removed
EasyProperty has now removed “Get an offer within 20 weeks” and “Save £2809 on estate agent fees” from its advertising.
It also agreed in future ads to use less definitive savings claims – such as ‘You could save’ and that they would make it clear that the ‘offer within 20 weeks claim’ actually referred to their money back guarantee offer, whereby consumers would receive a refund if their property wasn’t sold within 20 weeks.
On this basis and promises from easyProperty that future ads “would be prepared in line with the ASA’s advertising code, it decided not to take the complaint any further and the case was resolved informally.
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