Advertising regulator CAP has issued an enforcement notice for estate agents and other non-compliant property professionals
The Committee of Advertising Practice (CAP) – the body which writes the advertising rules – has published an enforcement notice clamping down on non-compliant advertising within the property sector.
It says that, following problems with some advertising in the property sector, the notice is designed to advise estate agents and the like to take immediate action to make sure their ads comply with the relevant standards.
The notice covers a range of areas where CAP and the ASA (Advertising Standards Authority) have seen misleading claims. These include qualifications or exclusions to advertised fees, presentation of VAT on fees, ‘fact-stretching’ on property descriptions, accuracy of comparative savings claims, and reliability of claims about local expertise.
The notice makes clear that the regulator will take targeted enforcement action in 2018 if there are further problems in these area, up to and including referral to our legal backstop Trading Standards.
For more information, visit the CAP website.