The Advertising Standards Authority (ASA) has issued a warning to OnTheMarket (OTM)following a complaint about a claim that the property portal had overtaken Zoopla in website traffic, based on data from a single month.
The disputed claim featured in various ads and marketing materials. OnTheMarket has since withdrawn the adverts and assured the regulator that any future claims will clearly state the relevant time period.
As a result, the ASA has closed the case informally, without a full investigation.
Last November Property Soup revealed how Zoopla boss Charlie Bryant had hit back at claims from OTM regarding its website traffic and being the number two most trafficked portal.
CREATING A HEADLINE
At the time he said: “We believe that OTM dramatically increased traffic to their website in September using low-quality display advertising, with the aim of creating a headline.
“The figures shared by OTM in their recent advertising highlight the month of September and do not accurately reflect the entirety of 2024. Looking back at 2024 to date, Zoopla users consistently spend twice as long on site compared to OTM.”
MISLEADING CLAIMS
Richard Hayes (main picture), Zoopla’s Chief Operating Officer, 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 four 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.”
OnTheMarket has been contacted for comment.
