An estate agent’s ‘turf war’ circular has been the subject of a complaint to the Advertising Standards Authority.
The flyer was delivered to homes on behalf of Bournes Estate Agents, which operates in the Andover and Whitchurch areas in Hampshire.
According to the ASA, it included a picture of a property marketed by competitor Austin Hawk with the text: “3 VIEWINGS NO SALE TIME WASTED” in direct comparison to the same property marketed by them with text stating: “12 VIEWINGS SOLD STC SUCCESS”.
Additional text stated: “Originally advertised with your agent then swapped to Bournes.”
The un-named complainant, who told the ASA that there were a variety of factors which could impact on whether a house sold or not, challenged whether the comparison in the ad was misleading.
A spokesperson for the ASA yesterday said: “We contacted the advertiser about the complaint and they agreed not to make competitor comparisons which included details that customers cannot independently verify in the future.
“As the circular was no longer being distributed and we had received assurance from the advertiser they would make their future advertising compliant with the advertising rules, we considered no further action was necessary and closed the case on an informal basis.”