The Zoopla-backed Zero Deposit scheme has launched what it calls “a heavyweight advertising campaign” – and unsurprisingly, it’s across the Zoopla website.

The deposit replacement scheme, launched by former ZPG commercial director Jon Notley early this year, will concentrate on Zoopla’s lettings channel.

“We have around 25 influential letting agencies launching Zero Deposit over the coming weeks and months and they’ll be supported by this significant marketing campaign. 

ZPG’s managing director of Property Services, Charlie Bryant, says that there have been over 50m visits a month to ZPG’s property platform, and that the link up will “help build brand awareness and educate landlords and tenants on this new way of doing deposits.”

Under Zero Deposit, tenants pay the equivalent of one week’s rent for an insurance-based guarantee, which is non-refundable and which gives the landlord effectively the same cover as a six week old-style tenancy deposit.