The online agency Yopa has removed an ad comparing its performance against other estate agents after complaints to the Advertising Standards Authority. The dispute centred on the Yopa website which featured a comparison table of different estate agents including the number of properties they listed and their average listing age. Two complainants - who noted that the comparison was based on Yopa’s national figures against their competitors’ local figures - challenged whether the comparison was misleading. A statement from the authority says: “We raised these concerns with the advertiser. Yopa confirmed that the ad had been removed and that they would not compare their national data with competitors’ local data.” On that basis, the case was judged to be informally resolved. Yopa - which earlier this month was listed by business media service LinkedIn as one of the top UK start ups of 2017 - has extensive financial investment from Savills, the Daily Mail general Trust and LSL Property Services.
Yopa, an online estate agency based in the UK, has pulled an advertisement favourably comparing its prices with rivals'. The advert was posted on a website called eBay, which is owned by Amazon. The ad compared Yopa’s national statistics with rivals' local figures, presenting a misleading conclusion. The ASA confirmed that the ad had been removed and Yopa, which counts Savills and the Daily Mail general Trust among its investors, would not repeat the error.