Pressure on private landlords to ensure mould issues are dealt with is ramping up even though new rules are at least 10 years away.

Evidence of the cost of Google adverts for legal firms rising dramatically underlines the intense interest in mould claims against landlords.

The Government has begun a consultation on ‘Awaab’s Law’ and the Decent Homes Standard, which will be implemented in the PRS in 2035 or 2037.

Defended

Housing Minister Matthew Pennycook earlier defended the Government’s plan over such a long timescale for the Decent Homes Standard saying it had to be realistic, and give landlords enough time to make improvements.

Meanwhile, the cost per click for ads has tripled since early 2024, according to analysis by damp treatment specialists Pyramid Eco’s analysis of CPC.

The cost per click for the keyword ‘mould claim’ rose from £3.94 in January 2024 to a peak of £13.91 in March 2025, shortly after the government’s confirmation of the enforcement of Awaab’s Law.

This peak represented a 253% increase. By September, costs had eased slightly to £12.07, but were still more than 206% higher.

This spike in legal advertising is a warning signal. Landlords are under growing scrutiny.”

Michael Zohouri, Director at Pyramid Eco, says: “This spike in legal advertising is a warning signal. Landlords are under growing scrutiny, and tenants are becoming increasingly aware of their rights.”

Clear duty

Sajjad Ahmad, CEO at the British Landlords Association, says: “Awaab’s Law places a clear duty on landlords to act swiftly when mould or damp issues are reported, with strict legal timeframes for repairs.

“Our advice is to view this as an opportunity to raise housing standards by improving inspection routines, record-keeping, and timely maintenance. Proactive management is the best way to protect both tenants and landlords under the new regime.”

‘Landlords need more time for Decent Homes Standard admits Minister’