Editor's note: This brief was summarised by The Property AI Team from a report by PropertyWire. Read the original article for full details.
ASA Orders Scottish Estate Agent to Amend Comparative Adverts
The Advertising Standards Authority (ASA) has ordered RE/MAX Property Specialists, a Scottish estate agency operated by Billie Dunlop, to amend its comparative advertising. The ASA found that claims made by the agency against three named competitors breached advertising standards.
RE/MAX Property Specialists distributed leaflets and social media posts comparing its services to those of rival firms. The marketing materials claimed that the agency offered features such as personalised social media campaigns, same-day viewing feedback, and “skilled negotiations by an agent who knows your home.”
ASA Findings on Misleading and Unverifiable Claims
The ASA determined that several of the claims were misleading, as competitors also offered similar services or the statements had not been adequately substantiated. Specifically, the regulator found that claims about personalised social media marketing, personalised sale boards, and guaranteed same-day feedback could mislead consumers.
The ASA also ruled that some statements in the adverts were subjective rather than objective comparisons, failing to meet advertising requirements. A second complaint was upheld after the ASA found that the comparison was not verifiable. Although the marketing stated it was based on research into competitors’ standard packages, it did not explain how the comparison had been conducted or provide enough information for consumers to verify the claims independently.
Implications for Letting Agents and Inventory Clerks
The ASA has instructed RE/MAX Property Specialists to ensure that future comparisons with named competitors are objective, substantiated, and verifiable. The advertisements must not appear again in their original form.
This ruling highlights the regulatory challenges for estate agents using comparative marketing strategies. While such comparisons are allowed under advertising rules, firms must ensure that claims are accurate, evidence-based, and capable of independent verification by consumers. The decision underscores the importance of compliance with advertising standards across the UK property sector.
Source: PropertyWire