Note: This advice is given by the CAP Executive about non-broadcast advertising. It does not constitute legal advice. It does not bind CAP, CAP advisory panels or the Advertising Standards Authority.

Sale and rent-back is a type of property transaction whereby a firm buys homes from individuals, usually at below market value, in exchange for the right to remain in the property for a minimum of five years. These deals are often marketed to people in financial difficulty and potentially facing repossession.

Since June 2010, the Financial Conduct Authority (FCA) has regulated firms offering sale and rent back deals to consumers. The ASA will continue to investigate complaints that ads are irresponsible and marketers should take care to avoid targeting vulnerable people.

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