Advert suggesting letting agents ‘knife’ their own managers is reported to watchdog

A newsletter depicting a hand carrying a knife and suggesting that letting agents should get rid of their own managers, was reported to the advertising watchdog.

Two unnamed complainants said that the newsletter, was irresponsible, offensive and possibly condoned violent behaviour.

ARPM is a well-established national service that provides outsourced white-labelled lettings and property management operations for agents.

The email newsletter said: “Have you fired them yet?”

It included a cartoon image of a hand carrying a knife, with the words: “You know what you’ve got to do now, so what are you waiting for?”; and “You need to sack your property manager. Let them go.”

The Advertising Standards Authority said: “After we approached the advertiser with our concerns, they assured us that they will not repeat the campaign and that they will amend their marketing strategy so no similar content will be featured in the future.

“As they accepted that the ad had caused distress and assured us that they will take due care with future campaigns, we informally resolved the case.”

A second case that was also informally resolved involved a press advert by agents Philip James Wilson, in Stockport.

The advertisement included a claim that there was a 30% discount but the amount of the usual fee was not included, leaving to a complaint that the advert was misleading.

The ASA approached the agent, who agreed that any future adverts will make clear how the standard fees are calculated.


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