Online agent eMoov has been the subject of a complaint to the Advertising Standards Authority.
The complaint, a follow-up to one made earlier, has been resolved informally.
A spokesperson for the ASA said: “We received a complaint about a claim on eMoov Ltd’s website that stated ‘With 99% of advertised price achieved we get you more money for your property’.
“The complainant, who cited a previous ASA informally resolved case where we had asked the advertiser to make clear that it referred to the last advertised price as opposed to the first asking price, challenged whether the ad was still misleading.
“We approached the advertiser with the concerns that had been raised. It acted promptly to amend the claim and we also received assurances that the rest of the website would reflect those changes.
“On that basis we considered the matter resolved and closed the case informally.”
On eMoov’s site yesterday, it appeared that all the claims being made were in full accordance with the outcomes of previous ASA cases.
The original complaint against eMoov was reported by us here
That was in February.
We asked eMoov founder Russell Quirk about recent comments he made on LinkedIn which suggested that complaints made about eMoov and “numerous other agents” were vexatious. He described it as “a revolving door of administrative bull sh*t”.
Quirk told EYE that this was not a criticism: “[It is] just a fact that multiple ASA complaints are levied against many agents (largely by competitors) and therefore these things should be seen in context. It appears to be competitor angst rather than anything else.
“I suspect that there are not many competitor businesses online, high street or otherwise that would come out of ASA scrutiny entirely unscathed given that the ASA are very adept indeed at probing quite specific semantics around marketing messages in great detail.”