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Graham Awards


Complaint about agent using show-flat pictures in property details

Two complaints linked to agency activity have been dealt with through the Advertising Standards Authority informal resolution process.

In the first a pair of ads by Space 4 Living Estate Agents Ltd, seen on a property website.

Ad A featured text that stated “Studio flat to rent… £520pcm £120 pw […]”. Below this were various images of the flat.


Ad B featured text that stated “1 bedroom flat to rent… £550 pcm £127 pw […]”. Below this were various images of the flat.

The complainant considered that the images of the flats did not reflect the actual properties that were being offered for rent, which were smaller in comparison.

The advertiser confirmed to the ASA that the flat being advertised was a new-build and that the images shown were of a “show flat” (rather than the actual flat on offer), and was intended to show the furniture that would be provided.

The firm provided the authority with an assurance that it future advertising would accurately represent the rental property on offer.

On that basis, the complaint was deemed to have been informally resolved.

In the second, the website for the Property Collection included the claim “UK’s leading estate agents marketing specialists”. 

A complainant to the ASA challenged whether the claim “leading” was misleading.

The advertiser gave its assurance to the authority that it would remove the word ‘leading’ from its website.

The complaint was therefore regarded as informally resolved.


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