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Online agent’s advert claims to have saved thousands – but that WASN’T what brought in the complaints

Here is today’s conundrum.

Why would someone complain to the Advertising Standards Authority about this advert for online firm I Am The Agent?

Obvious, isn’t it!

Can the bloke’s claim to have sold his property online for just £399, saving £3,650 in estate agency fees, be substantiated? Is it misleading?

Well, it’s possible that someone might want to complain about it on those grounds.

But the advert – on the London underground – actually attracted complaints over gender stereotypes, as in the bit about what the bloke is going to do with his savings: “So, I am buying the missus a new kitchen!”

Complainants said it made men appear to be in charge of the household finances while women toil away over a hot oven.

The ASA said: “Whilst we fully appreciated the concerns that were raised, we considered this specific ad described one person’s personal situation and what that one person decided to do with the money saved.

“We acknowledged that some readers may have found the wording in the ad to be distasteful, and the overall premise somewhat old-fashioned.

“However, we did not consider that it was likely to cause serious or widespread offence on the basis suggested and we therefore didn’t take further action on this occasion.”

Yesterday, the ASA issued a gender alert in the form of new guidelines that it plans to implement next year on how men and women are portrayed in adverts.

PS Perhaps our readers (or the ASA) can advise – is it really possible to buy a new kitchen for £3,650? Or does it depend on what you mean by ‘kitchen’?

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Source:: Online agent’s advert claims to have saved thousands – but that WASN’T what brought in the complaints