Landlords across the UK are bracing for a wave of legal action as data shows a sharp increase in advertising spend by law firms targeting mould-related housing claims.
According to new research from environmental consultancy Pyramid Eco, the cost of Google Ads for the term “mould claim” has more than tripled since early 2024 – signalling an aggressive marketing push by legal firms anticipating a surge in tenant complaints and claims.
The analysis, based on Semrush cost-per-click data, shows that paid search costs rose from £3.94 in January 2024 to a peak of £13.91 in March 2025, shortly after the government confirmed the forthcoming enforcement of Awaab’s Law.
Although costs eased slightly to £12.07 by September 2025, they remain over 200% higher than early last year.
WARNING SIGNAL
The data reflects a growing sense of urgency among both landlords and legal professionals as the new legislation – introduced following the death of two-year-old Awaab Ishak from prolonged mould exposure in 2020 – comes into force.
The law requires social and private landlords to fix serious hazards such as damp and mould within set timeframes, or face enforcement action.
Michael Zohouri, Director at Pyramid Eco, says: “This spike in legal advertising is a warning signal.
“Landlords are under growing scrutiny, and tenants are increasingly aware of their rights. The proactive step is to invest in retrofit measures that prevent damp and mould in the first place.”
ACT EARLY
Legal experts report that disrepair-related enquiries have already surged.
Ryan Postlethwaite, Partner and Head of Consumer Claims Litigation at Express Solicitors, says: “We have seen a significant increase in housing disrepair enquiries – most involve mould. In many cases, the fixes are straightforward, yet delays by housing providers make these issues far worse.”
Sajjad Ahmed, Chief Executive of the British Landlords Association, urges landlords to act early: “Awaab’s Law places a clear duty on landlords to act swiftly.
“This should be seen as an opportunity to raise housing standards through better inspections and maintenance.”
With advertising costs soaring and tenant awareness growing, analysts say landlords who fail to act now risk being overwhelmed by legal claims when the new rules take effect.
