ASA upholds two complaints against online agent

Complaints about savings claims by online agent HouseSimple both on its website and within a recent TV ad have been upheld by the Advertising Standards Authority (ASA). The watchdog has issued a detailed 1,500-word adjudication about the two complaints, one of which was about average fees charged by high street agents, and the other about how much vendors could save using the agent compared to a traditional agent. The adjudication’s wording also features an increasing weariness that another online agent had made claims that the ASA felt could not be justified or were misleading. This included the use of a 2011 Which? survey which many online agents have used in the past to justify the difference in fees between them and high street agents, and material published by the Home Owners Alliance. Website claims The first complaint was about copy seen on the HouseSimple website in February that claimed agents charged between 1.5% and 4% plus VAT to sell a home at an average cost of £5,237. The complainant challenged whether these figures could be substantiated and where therefore misleading, which HouseSimple said were based on the Which? report and a Home Owners Alliance secret shopping survey among agents, but…