You are here: Home - News -

OnTheMarket.com made misleading claims in TV ad – ASA

by:
  • 05/09/2018
  • 0
OnTheMarket.com made misleading claims in TV ad – ASA
Property search website OnTheMarket.com wrongly claimed in a TV advert many agents were exclusively advertising new properties with the portal 24 hours ahead of competitors, the Advertising Standards Authority (ASA) has ruled.

 

In an advert on television earlier this year, viewers were told: “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.”

Complainants had challenged whether the claims were misleading and could be substantiated.

In response, Agents Mutual listed some of the estate agents that had committed to launch some or all of their new properties on the site before other portals.

Agents could upload properties themselves and decide which properties to reserve exclusively for OnTheMarket. In some cases, properties on the site were labelled as exclusive even though they appeared on other portals.

The ASA said viewers were likely to interpret the claim to mean that, with the exception of a very small number of properties only, these estate agents were advertising all their new properties exclusively with OnTheMarket for the first 24 hours.

The watchdog told OnTheMarket.com to ensure ads or claims did not suggest that all new properties listed by agents were advertised exclusively with OnTheMarket.com unless they held adequate evidence.

A second complaint regarding an OnTheMarket poster on the London Underground was not upheld.

The poster stated: “OnTheMarket gets thousands of new properties every month, 24 hours or more before Rightmove or Zoopla”.

ASA said depending on the search criteria used by a consumer evidence showed that several thousand new properties were exclusively advertised with OnTheMarket before other portals – and the claim was not misleading.

There are 0 Comment(s)

Comments are closed.

You may also be interested in

Business Skills

In this section, we offer short ‘how to’ guides on harder to crack areas of business. From social media, to regulation or niche product areas, we cover it all.

Profiles

Our journalists interview key industry entrepreneurs, strategists and commentators for day-to-day market insight and a strategic view of where the industry is heading. We offer lessons for success and explore the opportunities for your business

Success in Practice

Here, we share case studies fleshing out best practice to help you decide what could work for your business. Take a look at how others approached complex tasks like launching a new mortgage lender, advising on a new product area or deciding to specialise in another. Learn from others mistakes and triumphs.

Marketwatch

Each week, we ask top mortgage and property commentators with a unique perspective to examine a key news headline, market move or regulatory or political issue.

Poll

Vote in our weekly poll here. It’s your chance to tell us what you think and be heard on the top news stories of the week. Review our archive to find out what your industry really thinks and all our coverage of the results.

Top Comments

Be part of the conversation on Mortgage Solutions. We want to hear from you. We have a tool called Disqus to tell us which stories get the most comments each week. Every Friday, the team picks the most thoughtful or opinionated contributions from our readers to enjoy again. Don’t forget to share your favourite stories from the site on social media to keep the conversation going.
Read previous post:
Over a quarter of brokers expect remortgage market to grow in H2

The second remortgaging spike in a decade closely followed the latest interest rate rise, with over 25% of brokers expecting...

Close