Purplebricks said this week it’s turning over a new leaf as it launches funky new Team GB signboards, but at least one aspect of it start-up days remains; getting referred to the Advertising Standards Authority (ASA).
A member of the public has complained to the watchdog that two of its online ads, which claimed that the hybrid agency sells properties for £8,000 more than the top five agent brands, and sells more homes more quickly than the top five brands, were misleading.
The two complaints queried the accuracy of these claims and whether they could substantiated and verified, as the ASA code stipulates.
It says: “Marketing communications that include a comparison with an identifiable competitor must not mislead, or be likely to mislead, the consumer about either the advertised product or the competing product.
“They must objectively compare one or more material, relevant, verifiable and representative feature of those products, which may include price.”
After being contacted by the ASA’s legal beagles, Purplebricks agreed to remove the claims and on that basis the matter was resolved informally rather than involving a full adjudication.
During the late noughties Purplebricks made regular appearances on the ASA’s regular complaints lists on subjects including whether its LPE territories could be called ‘offices’ and, a regular favourite, whether its ‘fees saved’ claims could be substantiated.