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Agencies & People

ASA and Emoov ‘in discussions’ over website amendments following complaint

Original complainant about the agency's website has asked the watchdog to revisit his original point that Emoov is incorrectly using Trustpilot reviews.

Nigel Lewis

The Advertising Standards Authority (ASA) is ‘in discussions’ with reborn portal Emoov after consultant Andrew Stanton claimed that the portal is yet to fully update its website after being requested to do so by the marketing industry watchdog three weeks ago.

Stanton complained to the ASA in September that the agency was making claims on its website about performance, reviews and market position based on its track record prior the website being bought by tech firm Mashroom in February this year.

This included claiming that it was rated the UK’s No.1 Hybrid Estate Agent for the past three years; featured Trustpilot reviews posted before February 2019 and Google reviews and scores also from before February.

Site amended

On 13th November the ASA released a statement revealing that Emoov had agreed to remove the claims, and its website has been subsequently amended after ‘working closely with the ASA’.

But Stanton has now re-contacted the watchdog to say that he believes not enough remedial action has been taken by the hybrid agency, claiming that consumers could still be misled.

“The website may look different but my point to the ASA is that I believe it still misleads consumers who might be considering using its service,” says Stanton.

He told The Negotiator that the link from Emoov’s website to its Trustpilot account doesn’t mention that its reviews include those posted prior to February.

The tussle between Emoov, Stanton and the ASA highlights a key weakness in the ASA’s remit; it cannot fine or prosecute errant advertisers who are slow to amend advertising claims, or who simply refuse to do so, and relies on using publicity to coerce agents into action.

The Negotiator approached Emoov for comment but has yet to receive a response.

Read more about Emoov.



December 6, 2019

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