Property sales and lettings - ASA

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agent’, ‘premier’ or ‘top selling agent’. Over the years, we have investigated and upheld various complaints about the use of these types of claims when they cannot be substantiated. As a general rule, we consider ‘leading’ and ‘number one’ claims to relate to sales or market share and that counting ‘sold’ or ‘for sale’ board presence is an inadequate method of substantiation. </p> <p>We also advise advertisers to steer clear of making comparative sales claims about discrete postcodes based on data obtained from the Land Registry, and superiority claims based only on website data taken from property portals such as Rightmove or Zoopla. </p> <p>The other main area of complaints we see about property sales and lettings ads are to do with fees, costs and charges. </p> <p>If VAT can be calculated on fees and charges in advance then it needs to be included in the quoted price and not referenced separately.  This rule also applies to percentage charges which are subject to VAT. All tenant and landlord fees should be advertised inclusive of the current rate of VAT. </p> <p>For the avoidance of doubt, this position also applies to both letting agents and property portals. Advertisers may wish to consult the Competition and Markets Authority’s guidance for lettings professionals on consumer protection law.</p> <p>Furthermore, lettings agents should ensure that non-optional fees, such as credit checks, application fees, fees for drawing up tenancy agreements and inventory fees are clearly stated in ads for properties being let. Ads should make clear whether charges are per tenant or per property. </p> <p>Advertisers are reminded that all non-optional fees that can be calculated in advance and apply to all, or most consumers, should accompany the monthly rent. Including this information elsewhere is unlikely to be acceptable. </p> </div> <a class="show-more-less-button"><span class="more-label">+ Read more</span> <span class="less-label">- Show less</span></a> </div> </div> <div class="col-md-4">  <div class="share-page-widget"> <p class="share-page-widget-item-holder"> <a href="#" class="favourites-button element-with-icon" data-action = "add" data-target-id = "D697C386-75A2-4BCC-B25B26046E2A5B11" data-target-type = "topic" > <span class="font-icon font-icon-Artboard-Copy-295"></span> <strong>Add to my favourites</strong> </a> </p> </div> </div> </div> </div> </div>   <div class="horizontal-listing-area"> <div class="container"> <ul class="horizontal-listing"> <li class="horizontal-listing-item "> <a href="https://www.asa.org.uk/topic/Promotions_and_competitions.html" >Promotions and competitions</a> </li> <li class="horizontal-listing-item "> <a href="https://www.asa.org.uk/topic/Pricing_and_charges.html" >Pricing and charges</a> </li> <li class="horizontal-listing-item "> <a href="https://www.asa.org.uk/topic/Recruitment_and_work.html" >Recruitment and work</a> </li> <li class="horizontal-listing-item is-active"> <a href="https://www.asa.org.uk/topic/Property_sales_and_lettings.html" >Property sales and lettings</a> </li> <li class="horizontal-listing-item "> <a href="https://www.asa.org.uk/topic/Legal_and_regulation.html" >Legal and regulation</a> </li> <li class="horizontal-listing-item "> <a href="https://www.asa.org.uk/topic/Financial_products_and_services.html" >Financial products and services</a> </li> </ul> </div> </div>   <div class="breadcrumb"> <div class="container"> <ul class="breadcrumb-list"> <li class="breadcrumb-list-item"> <a href="https://www.asa.org.uk/">Home</a> </li> <li class="breadcrumb-list-item"> <a href="https://www.asa.org.uk/issues-and-topics.html">Issues and topics</a> </li> <li class="breadcrumb-list-item"> Property sales and lettings </li> </ul> </div> </div>   <div class="contents"> <div class="main-content"> <div class="container"> <div class="row"> <div class="col-md-6">  <div class="widget"> <h2 class="heading">Latest news</h2> <ul class="icon-listing mod-bordered"> <li class="icon-listing-item"> <a href="https://www.asa.org.uk/news/evidently-evidence-is-everything-six-tips-on-sound-substantiation.html" class="font-icon font-icon-file-o icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/news/evidently-evidence-is-everything-six-tips-on-sound-substantiation.html">Evidently, evidence is everything! Six tips on sound substantiation</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">CAP News</span> </li> <li class="meta-listing-item"> <span class="caption">08 August 2024</span> </li> </ul> </div> </li> <li class="icon-listing-item"> <a href="https://www.asa.org.uk/news/a-window-into-marketing-shared-ownership-housing.html" class="font-icon font-icon-file-o icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/news/a-window-into-marketing-shared-ownership-housing.html">A window into marketing shared ownership housing</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">CAP News</span> </li> <li class="meta-listing-item"> <span class="caption">22 November 2023</span> </li> </ul> </div> </li> <li class="icon-listing-item"> <a href="https://www.asa.org.uk/news/keeping-your-house-in-order-ensuring-your-marketing-complies-with-the-cap-code.html" class="font-icon font-icon-file-o icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/news/keeping-your-house-in-order-ensuring-your-marketing-complies-with-the-cap-code.html">Keeping your house in order - ensuring your marketing complies with the CAP Code</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">CAP News</span> </li> <li class="meta-listing-item"> <span class="caption">14 September 2023</span> </li> </ul> </div> </li> <li class="icon-listing-item"> <a href="https://www.asa.org.uk/news/a-picture-says-a-thousand-words-avoiding-misleading-imagery-in-ads.html" class="font-icon font-icon-file-o icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/news/a-picture-says-a-thousand-words-avoiding-misleading-imagery-in-ads.html">A picture says a thousand words. Avoiding misleading imagery in ads</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">CAP News</span> </li> <li class="meta-listing-item"> <span class="caption">10 August 2023</span> </li> </ul> </div> </li> <li class="icon-listing-item"> <a href="https://www.asa.org.uk/news/voted-the-best-comparisons-based-on-surveys-or-awards.html" class="font-icon font-icon-file-o icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/news/voted-the-best-comparisons-based-on-surveys-or-awards.html">Voted the ‘best’? Comparisons based on surveys or awards</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">CAP News</span> </li> <li class="meta-listing-item"> <span class="caption">06 October 2022</span> </li> </ul> </div> </li> <li class="icon-listing-item"> <a href="https://www.asa.org.uk/news/asa-will-now-refer-property-raffle-complaints-to-ntselat.html" class="font-icon font-icon-file-o icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/news/asa-will-now-refer-property-raffle-complaints-to-ntselat.html">ASA will now refer property raffle complaints to NTSELAT</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">ASA and CAP News</span> </li> <li class="meta-listing-item"> <span class="caption">27 February 2020</span> </li> </ul> </div> </li> </ul> <div class="show-more"> <a href="https://www.asa.org.uk/advice-and-resources/news.html?topic=D697C386-75A2-4BCC-B25B26046E2A5B11" class="show-more-link">View all news</a> </div> </div>  </div> <div class="col-md-6">  <div class="widget"> <h2 class="heading">Latest rulings</h2> <ul class="icon-listing mod-bordered"> <li class="icon-listing-item"> <a class="font-icon font-icon-Gavel icon-holder u-perfect-round" href="https://www.asa.org.uk/rulings/pegasus-homes-ltd-a24-1248715-lifestory-group-ltd.html" target="_blank"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/rulings/pegasus-homes-ltd-a24-1248715-lifestory-group-ltd.html" target="_blank">Pegasus Homes Ltd t/a Pegasus Homes</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">Upheld</span> </li> <li class="meta-listing-item"> <span class="caption">13 November 2024</span> </li> </ul> <p>A national newspaper ad for a retirement property company failed to include the significant conditions of a promotion and misleadingly omitted information regarding the price of a service charge. </p> </div> </li> <li class="icon-listing-item"> <a class="font-icon font-icon-Gavel icon-holder u-perfect-round" href="https://www.asa.org.uk/rulings/pegasus-homes-ltd-a24-1248718-lifestory-group-ltd.html" target="_blank"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/rulings/pegasus-homes-ltd-a24-1248718-lifestory-group-ltd.html" target="_blank">Pegasus Homes Ltd t/a Pegasus Homes</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">Upheld</span> </li> <li class="meta-listing-item"> <span class="caption">13 November 2024</span> </li> </ul> <p>A national newspaper ad for a retirement property company failed to include the significant conditions of a promotion. </p> </div> </li> <li class="icon-listing-item"> <a class="font-icon font-icon-Gavel icon-holder u-perfect-round" href="https://www.asa.org.uk/rulings/churchill-retirement-living-ltd-a23-1192106-churchill-retirement-living-ltd.html" target="_blank"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/rulings/churchill-retirement-living-ltd-a23-1192106-churchill-retirement-living-ltd.html" target="_blank">Churchill Retirement Living Ltd t/a Churchill Retirement Living</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">Upheld</span> </li> <li class="meta-listing-item"> <span class="caption">Internet (website content), Social media (own site)</span> </li> <li class="meta-listing-item"> <span class="caption">31 January 2024</span> </li> </ul> <p>A website and a paid-for Facebook ad made misleading claims about savings, and was irresponsible for exploiting the cost of living crisis. </p> </div> </li> <li class="icon-listing-item"> <a class="font-icon font-icon-Gavel icon-holder u-perfect-round" href="https://www.asa.org.uk/rulings/getagent-ltd-a23-1202342-getagent-ltd.html" target="_blank"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/rulings/getagent-ltd-a23-1202342-getagent-ltd.html" target="_blank">GetAgent Ltd</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">Upheld</span> </li> <li class="meta-listing-item"> <span class="caption">Internet (website content)</span> </li> <li class="meta-listing-item"> <span class="caption">06 December 2023</span> </li> </ul> <p>A website for estate agent referrals did not make it clear that some results were marketing communications, and claimed to make ‘impartial recommendations’ which was misleading. </p> </div> </li> </ul> <div class="show-more"> <a href="https://www.asa.org.uk/codes-and-rulings/rulings.html?date_period=past_year&topic=D697C386-75A2-4BCC-B25B26046E2A5B11" class="show-more-link">View all rulings</a> </div> </div>  </div> </div> </div>  </div>  </div>   <div class="cap-area general-container"> <div class="container"> <div class="cap-area-header"> <img src="../../../assets/img/logos/logo-cap.png" alt="logo-cap" class="cap-area-header-image" /> <h1 class="font-color-grey">Help getting it right</h1> </div> <div class="row"> <div class="col-md-6">  <div class="widget"> <h2 class="heading">Popular advice</h2> <ul class="icon-listing mod-bordered"> <li class="icon-listing-item resource-item mod-blue"> <a href="https://www.asa.org.uk/advice-online/property-fees-and-vat.html" class="font-icon font-icon-file-o icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/advice-online/property-fees-and-vat.html">Property: Fees and VAT</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">AdviceOnline</span> </li> </ul> </div> </li> <li class="icon-listing-item resource-item mod-blue"> <a href="https://www.asa.org.uk/advice-online/property-sales-and-the-use-of-website-data.html" class="font-icon font-icon-file-o icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/advice-online/property-sales-and-the-use-of-website-data.html">Property: Sales and the use of website data</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">AdviceOnline</span> </li> </ul> </div> </li> <li class="icon-listing-item resource-item mod-blue"> <a href="https://www.asa.org.uk/advice-online/property-sales-and-board-counting.html" class="font-icon font-icon-file-o icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/advice-online/property-sales-and-board-counting.html">Property: Sales and board counting</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">AdviceOnline</span> </li> </ul> 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