EweMove agrees to change its ways after rival agent complaint
Map Estate Agents in Cornwall said direct mail letters from EweMove were misleading, and complained to the Advertising Standards Authority.
The Advertising Standards Authority (ASA) reached an ‘informal resolution’ after an estate agent complained about adverts for EweMove.
Cornwall-based Map Estate Agents asked whether claims in a direct mailing for EweMove were misleading and could be substantiated.
Map challenged the claim that EweMove was “the best agent in the UK, according to EA Masters awards”.
It also questioned the claim that “EweMove usually achieves a higher offer than most other agents”.
And Map suggested client testimonials were misleading, because it did not believe they were genuine or did not relate to the Redruth branch.
Concerns raised
The ASA says: “We approached the advertiser with the concerns that had been raised.
“It agreed to amend or remove claims and provided assurances on the accuracy of future advertising claims.”
Around 80% of complaints don’t raise any problems under our rules”
The ASA guidelines say: “We will contact the advertiser whenever a complaint indicates that an ad might have broken the rules, but may not start a formal investigation into every case.
“It’s worth noting that around 80% of complaints don’t raise any problems under our rules, allowing us to resolve the issue without the need to take action against an advertiser.”
Direct mail comes within the remit of the ASA whether “addressed to someone personally or not”.
