by: Simret Samra
Estate agency Darlows of Llanishen, area of the Spicerhaart team, create two leaflets in might 2011 where it stated it вЂadvertised more extensively than our rivals both online and offlineвЂ™ and declared themselves a вЂmulti award-winning representative.вЂ™
Kelvin Francis auctions challenged the ads, arguing that other regional auctions marketed a lot more than Darlows and also the declare that the вЂњUKвЂ™s biggest separate estate agencyвЂќ had been вЂњmulti award-winningвЂќ could never be substantiated since it had just won one runner-up place in the last few years.
In addition challenged the word вЂindependentвЂќ 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. вЂњWe considered that the claim вЂWe advertise more extensively than our rivals both online and offline вЂ¦вЂ™ was not substantiated and determined that the advertising breached the Code.вЂќ
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: вЂњHowever, we considered that the typical consumer would interpret the writing вЂњmulti award-winning agentвЂќ as a claim that Darlows had won significantly more than two prizes in modern times and so figured the claim had been misleading.
вЂњThe 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 вЂњThe UKs biggest separate Estate AgencyвЂќ had been misleading.вЂќ