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Auction house warned over potentially misleading ads on Zoopla

Scots firm Future Property Auctions promises to update future ads for land coming up for auction at its weekly events.

Nigel Lewis

auctions

A Scottish auctions house has agreed to be clearer about land usage rights within its property listings both on Zoopla and its own website.

Future Property Auctions, which has offices in Glasgow, Edinburgh and Aberdeen and holds four auctions a month (pictured), was reported to the Advertising Standards Authority by a complainant.

They challenged whether several property listings for land published by the company could be misleading because they didn’t make clear that there were restriction on the use of the sites.

These included preventing properties being built on the land, which was reserved to be used as a play area.

Listings

“We contacted the advertiser, who provided an assurance to update this information into current and all future listings,” says an ASA spokesperson.

“On that basis we considered the matter resolved and closed the case informally.”

The company’s advert is likely to have broken the ASA’s Code 3.3, which says that marketing communications must not mislead the consumer by omitting material information that the consumer needs to make informed decisions in relation to a product.

It is now six years since the ASA’s sister body the Committee of Advertising Practice told property auctioneers that it would be monitoring audtion catalogues to ensure companies were compliant with advertising codes, particularly in relation to transparency over guide prices.

Read more about the ASA and auctions.

October 28, 2020

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