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Payday estate and loan agency adverts prohibited by ASA

Payday estate and loan agency adverts prohibited by ASA

by: Simret Samra

Estate agency Darlows of Llanishen, area of the Spicerhaart team, create two leaflets in might 2011 where it stated it ‘advertised more extensively than our rivals both online and offline’ and declared themselves a ‘multi award-winning representative.’

Kelvin Francis auctions challenged the ads, arguing that other regional auctions marketed a lot more than Darlows and also the declare that the “UK’s biggest separate estate agency” had been “multi award-winning” could never be substantiated since it had just won one runner-up place in the last few years.

In addition challenged the word ‘independent” to be deceptive as Darlows is a component associated with the Spicerhaart team, a restricted business owned by investors.

The ASA noted Darlows had made the relative claim in mistake along with taken actions to avoid it from being repeated in the future adverts. “We considered that the claim ‘We advertise more extensively than our rivals both online and offline …’ was not substantiated and determined that the advertising breached the Code.”

The ASA additionally noted Darlows had supplied evidence that is documentary revealed that they had won two industry honors in past times 5 years. The ASA stated: “However, we considered that the typical consumer would interpret the writing “multi award-winning agent” as a claim that Darlows had won significantly more than two prizes in modern times and so figured the claim had been misleading.

“The general impression associated with the ad ended up being that Darlows was itself a trading title beneath the Darlows estate agency group and that Darlows was therefore separate from some other property agency company or team. We consequently determined that as the advert failed to make adequately clear that Darlows was a trading title for the larger Spicerhaart estate agency team, the claim “The UKs biggest separate Estate Agency” had been misleading.”

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