Property sales and lettings

Helpful information on the advertising rules for property sales and lettings, and examples of previous ads subject to an Advertising Standards Authority ruling.

The estate agent market is highly competitive and it is common for property sales and lettings ads to include claims such as ‘market leaders’, ‘leading estate 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.

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.

The other main area of complaints we see about property sales and lettings ads are to do with fees, costs and charges.

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.

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.

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.

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.

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Latest rulings

Castle Estates (Liverpool) Ltd t/a Ashbury Residential
- Upheld
- Internet (OM 3rd party)
- 14 June 2017
A property listing by Ashbury Residential on the website www.rightmove.co.uk for a "1 bedroom apartment to rent", seen on 22 February 2017. Under the heading "key features", the listing included the claims "integrated audio system" and "Gated Access & TV". Further text sta...
Pink and Cow
- Upheld
- Internet (on own site)
- 07 June 2017
The website for Pink and Cow estate agents www.pinkandcow.com, included the claim “Sell your home for 0.5%” on their home page. Their services were listed further down the page, including “We’re in the perfect position to show buyers round your property” and “We’ll arrange high quality viewings and give you feedback...
BGIS Trading Ltd t/a Chris & Leon Buy Houses
- Upheld
- Internet (on own site)
- 05 April 2017
Claims on www.chrisandleonbuyhouses.co.uk, seen on 10 September 2016, stated "Need To Sell Your House Fast? Negative equity? ... Unlike other companies, we can pay up to 100% market value for your house! ... Sell Your House For Cash ... Up to 100% of market value ... Houses bought for cash ... Enter Your Inform...
Beachwood Properties Ltd t/a Property Purchased Fast
- Not Upheld
- Circular
- 05 April 2017
A circular for Property Purchased Fast was received on 21 October 2016. One side showed the company name and logo "Property Purchased Fast". Text stated "Sorry we missed you". Underneath was a reference number which appeared to be handwritten, then the text "Could you please contact us - Can...

View all rulings

Property sales and lettings

Helpful information on the advertising rules for property sales and lettings, and examples of previous ads subject to an Advertising Standards Authority ruling.

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