Rightmove has agreed to change the wording of a free valuation ad after a complaint from an estate agent to the Advertising Standards Authority (ASA).

The advert read: “How much is my house worth? Get a free, no-obligation, accurate market valuation from local property experts you select.”

Misleading

Local agents had paid to feature in the ad and, another agent who had not participated in the offer, complained that it was misleading.

The issue was resolved informally after the ASA spoke to Rightmove. “A complainant, a local estate agent, who understood the listed estate agents were a small selection within the area who had paid to be featured, challenged whether the ad was misleading as it omitted material information,” a spokesperson for the ASA said in a statement given to The Neg.

Matter resolved

“We approached Rightmove with the concerns that had been raised. It agreed to amend its website so that it was clear that featured agents had paid a fee to promote their valuation expertise.

“On that basis, we considered the matter resolved,” he said.

Earlier this year, NW of England agency Town & Country reached an informal agreement with the ASA after a complaint about one of its ads on Rightmove.

The ASA received a complaint that a property was advertised as freehold when it was in fact leasehold.

Ads on the Rightmove app and website said the property in Chester was a ‘tenure freehold’, and the unnamed complainant said they were misleading.