Purplebricks Group Plc Response to the ASA ruling

Purplebricks Group Plc (LON:PURP) notes that the ASA has today issued its conclusion on two issues relating to the Purplebricks TV adverts in the UK. The first issue, whether the TV adverts implied that Purplebricks did not charge a fee for its service, was dismissed by the ASA. On the second issue, the ASA agreed that it was not sufficiently clear in the TV adverts for the average consumer, that the flat fee was payable to Purplebricks in all instances.

The group has already updated its UK TV adverts to make this even clearer. The new wording has been approved by Clearcast. While the new text has only been aired for a couple of days, there has been no noticeable impact on the business.

Purplebricks would like to make clear that it now has a proactive, regular and positive dialogue with the ASA and all other relevant professional bodies. The TV adverts followed the proper approvals process, being cleared by industry body Clearcast who, unlike the ASA, have the role of giving prior approval to TV adverts. No issues were raised.

Commenting on the announcement, Michael Bruce, Group CEO, said: “We are surprised by the ASA judgement on the flat fee wording because prior to air our adverts went through the proper approvals process, including the official clearance body Clearcast who have continued to support their original judgement with the ASA.

Purplebricks Group Plc is firmly on the side of the consumer, offering an alternative to the commission based model. As a leader of industry change some noise is inevitable.

Purplebricks is committed to increasing levels of transparency within the industry, publishing its fixed fee rates on the home page of its website so all consumers from the outset have certainty as to the cost of selling. Purplebricks is far more transparent than traditional estate agents who do not typically publish their rates, allowing them to charge much greater and varying fees dependent upon a customer’s ability or capacity to negotiate.”

Click to view all articles for the EPIC:
Or click to view the full company profile:
    Facebook
    Twitter
    LinkedIn
    Purplebricks Group plc

    More articles like this

    Purplebricks plc

    Purplebricks Group significant transformation against challenging market conditions

    Purplebricks Group plc (LON:PURP), the UK’s leading tech-led estate agency business, announced today its half year results for the six months ended 31st October 2021. Summary performance H1 22£m H1 21£m Change Group       Revenue 41.3 44.2 (7)% Gross profit 26.2 29.6 (11)% Gross profit margin (%) 63.4% 67.0% (360)bps Operating (loss)/profit (11.1) 6.9 (261)% Adjusted EBITDA1 (0.8) 8.4

    Purplebricks plc

    Purplebricks appoints Steve Long as CFO effective Q1 2022

    Purplebricks Group plc (LON:PURP), the UK’s leading tech-led estate agent, has announced that Chief Financial Officer, Andy Botha, has stepped down from his role and the Board, effective from 31 October 2021. The Company is pleased to

    Purplebricks plc

    Purplebricks Group AGM to be held 28 September 2021

    Purplebricks Group plc (LON:PURP), the UK’s leading tech-led estate agent, has announced that its Annual General Meeting will be held at 10.00am on Tuesday 28 September 2021 at the offices of Norton Rose Fulbright LLP, 3 More London Riverside, London, SW1 2AQ, and not at

    Purplebricks plc

    Purplebricks: Move to fully employed status

    What’s new: Purplebricks Group plc (LON:PURP) is moving its field sales agents to a fully employed status (Area Directors are responsible for specific postcodes, Local Property Partners responsible for carrying out valuations, and Local Property Agents responsible

    Purplebricks plc

    Purplebricks Money Back Guarantee (Analyst Interview)

    Purplebricks Group plc (LON:PURP) is the topic of conversation when Robin Savage Research Analyst at Zeus Capital joins DirectorsTalk. Robin talks us through the key points from the company full year results to 30th April, explains

    Purplebricks plc

    Purplebricks Group: Money back guarantee

    What’s new: Purplebricks Group plc (LON:PURP) “Money back guarantee” will be the focus of market attention: its full year results are suitably ahead of its pre-close update in May: ▪ 22% rise in total fee income

    Purplebricks plc

    Purplebricks delivers strong financial performance

    Purplebricks Group plc (LON:PURP), the UK’s leading tech-led estate agency business, has announced its results for the year ended 30 April 2021 and provides an update on its strategy execution. Summary performance FY21£m FY201restated£m %change Group