Editor's note: This brief was summarised by The Property AI Newsroom from a report by Property Industry Eye. Read the original article for full details.

ASA Orders RE/MAX Property Specialists to Amend Misleading Comparative Ad

The Advertising Standards Authority (ASA) has instructed RE/MAX Property Specialists to amend a comparative advertisement after ruling that it breached advertising codes. The decision follows complaints about a leaflet and social media post in which the agency compared its services to those of three named competitors.

The marketing, operated by Billie Dunlop, claimed that RE/MAX offered features such as personalised social media campaigns, same-day viewing feedback, and “skilled negotiations by an agent who knows your home.” The ASA found that while some differences in service models were accurately described, several claims were misleading. Specifically, the regulator determined that competitors also offered similar services or that the claims made by RE/MAX had not been adequately substantiated.

The ASA highlighted that statements regarding personalised social media marketing, personalised sale boards, and guaranteed same-day feedback could mislead consumers. Additionally, some statements were found to be subjective rather than objective comparisons, failing to meet advertising standards requirements.

A second complaint was upheld on the grounds that the comparison was not verifiable. Although the marketing stated it was based on research into competitors’ standard packages, it did not provide enough information for consumers to check the claims themselves or explain how the comparison was conducted.

As a result, the ASA ordered that the advertisements must not appear again in their original form. The agency was instructed to ensure that any future comparisons with named competitors are objective, substantiated, and verifiable.

This ruling serves as a reminder to UK letting agents and inventory clerks that comparative marketing must be accurate, evidence-based, and capable of independent verification to comply with advertising regulations.