Online agent eMoov has altered an information panel on its website that claimed vendors were 34% more likely to sell with the company than traditional agents, and that it was the “leading digital estate agent”.
This follows a complaint from a member of the public to the Advertising Standards Authority (ASA) last week.
The complainant believed the claims made on eMoov’s site could not be substantiated and asked the Advertising Standards Authority to investigate.
The ASA contacted eMoov, which agreed to remove the first claim and amend the second to read that it was ‘the best rated estate agent’ (although it now says ‘favourite’, see below) after eMoov provided evidence to the ASA that it had received an award to that effect from allAgents.co.uk. The case was then closed by the ASA without further action.
Claims made on eMoov’s are becoming familiar fare for the adjudicators at the ASA. In September last year someone complained about the accuracy of its fee comparison tool, while during June it was asked to take down an advert that claimed the company ‘sold in 98%’ of UK postcodes’, while in June 2015 a similar complaint pointed out a claim that it “achieves 99% of the asking price”.
Online portals in general are regularly featured within ASA rulings and informally-resolved cases including, most recently, Purplebricks, YOPA, eMoov, EweMove and HouseSimple.