Zoopla has made its first official comment since the Advertising Standards Authority slapped down number three portal OnTheMarket.

The ASA warned OTM following a complaint about an allegedly-misleading claim that it had overtaken Zoopla’s website traffic, based on one month’s results.

The controversial claim originally appeared in a number of different adverts and marketing communications, but after being contacted by the ASA, OTM assured the regulator that future ads with similar claims would “prominently state the specific period for which the claim applies”.

The ASA has designated the case as ‘informally resolved’ without launching a full investigation, and Zoopla has now offered its first official comment on the controversy.

A spokesperson says: “We welcome the outcome of the ASA’s investigation. The claims made were misleading and have rightly been removed. At Zoopla, we know that building a leading consumer brand takes more than short-term marketing stunts — it takes years of sustained investment in innovative campaigns and product experiences that deliver real value. 

“That’s exactly what we’ve done, and it’s why over 4 million homeowners now track their home’s value with us.

“Our latest nationwide campaign puts estate agents at the heart of our message to help consumers win at moving. It’s driving motivated, high-intent movers straight to our agency partners — and that’s the real measure of return on investment.”