ASA bans another SpicerHaart ad
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The Advertising Standards Authority has banned another advertisement from SpicerHaart Group’s Haart Estate Agents, for being misleading.
The group had two of its advertisements banned in 2009 for being misleading.
A regional press ad for an estate agents was headlined “Lettings at haart … the nation’s local agent. Proud to be the No. 1 agent in Cambridge. cambridge’s haart”.
It was challenged whether the claim “No 1 agent in Cambridge” was misleading and could be substantiated.
SpicerHaart Group said the ad had been published in error without qualifying text. It said future similar claims would be supported by text that made clear the verified statistical data on which the claim was based.
The ASA considered that, in the absence of any qualification, consumers would understand the claim “Proud to be the No. 1 agent in Cambridge” to mean that SpicerHaart was the market leader, having let most properties in the area.
The ASA said it had not seen robust, comparative evidence to support the claim and banned the ad.
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Readers' comments (1)
JOGGA SINGH TEIDY...SAYS | 4 Jan 2010 7:54 pm
ASA on the ball...FSA needs to be likewise...well accpeted by spicer haart...this is what regulayion is about...helping and guiding industry and not causing demise of all industry as the FSA seems to be..then they have their ministerial brief?...
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