View more on these topics

ASA rules on two OnTheMarket ads

Two complaints regarding advertisements for property search website OnTheMarket.com have been investigated by the Advertising Standards Authority, with one being upheld and the other not being upheld.

The first complaint focuses on a voice-over line of dialogue on a TV advert that states “… agents have moved to OnTheMarket.com from other sites and many are advertising their new properties exclusively with us first, 24 hours or more ahead of other portals. So to be first to see these properties search [website address]”.

The second complaint is about a poster seen on the London Underground, part of which reads: “OnTheMarket gets thousands of new properties every month, 24 hours or more before Rightmove or Zoopla”.

Both complaints asked if these statements were misleading and if they could be substantiated.

ASA reports that OnTheMarket.com “supplied spreadsheet information that showed the number of agencies and their branches that had uploaded a new property exclusively with OnTheMarket in any month and the overall number of new properties that had been advertised with OnTheMarket exclusively for at least 24 hours.”

However, the authority also noted that in some cases, manual checks were required to make sure that these properties were exclusive, and that in the case of estate agents advertising properties on their own websites, “they [OnTheMarket] believed consumers would interpret the ‘exclusive’ claims, in the context of them being made for a property portal, to refer to exclusivity in relation to other property portals.”

“While the evidence held by OnTheMarket showed that several thousand new properties were advertised with them each month, a small percentage only were advertised exclusively with OnTheMarket for the first 24 hours. We therefore concluded that the claim was misleading,” reports ASA.

OnTheMarket.com must now remove the TV advertisement and ensure ads or claims do not suggest that all new properties listed by agents “were advertised exclusively with OnTheMarket.com unless they held adequate evidence.”

In the second case, the regulatory body concluded that the claim was not misleading, because the website does in fact received several thousand new property adverts “24 hours or more before appearing on other portals.”

Recommended

Stressed-man-on-phone-angry-700.jpg

Age Partnership TV complaint dismissed by ASA

Two complaints about a TV advert for Age Partnership’s equity release scheme have been rejected by the Advertising Standards Agency. The issue centered around the omission of the interest rate payable on equity release, which the complainants said was misleading. Age Partnership’s response was that, as a broker that offers advice rather than its own […]

For-sale-sign-estate-agent-700.jpg

ASA rules Purplebricks misled consumers on fees

The Advertising Standards Authority has upheld a complaint against estate agent Purplebricks Group, about the “misleading” way it presented it charges in an online advertisement. The complaint, brought by a rival estate agency, Hunters Property Group, stated that Purplebricks didn’t clearly show there was additional £300 fee to pay for viewings, on top of its […]

Payment-Fine-Currency-Money-700.jpg

ASA bans two ‘misleading’ ads from claims firm

The Advertising Standards Authority has banned two “misleading” online adverts from a claims management company which targeted customers of Lloyds Banking Group. The Claims Guys adverts appeared in recipients’ newsfeeds on Facebook. The first advert was headed ‘Bank refund applications’, and stated: “Refunds are being made to many people who have had a Lloyds TSB […]

Newsletter

News and expert analysis straight to your inbox

Sign up