Major housebuilder changes ‘misleading’ part-exchange ad after complaint

Ashberry Homes, which is a trading name of Bellway, agreed an advert for its part-exchange offer should be altered.

A sister brand of housebuilder Bellway Homes agreed to change a misleading advert for its part-exchange offer after a complaint.

The Advertising Standards Authority (ASA) took up the case and approached Ashberry Homes, which is a trading name used by Newcastle-based Bellway for some of its developments.

The complainant said that Ashberry’s part-exchange programme gave buyers more than market value at 105%, but they were offered less than market value for their property.

And Ashberry changed the advert after it the approach from the ASA.

An ASA spokesperson told The Neg: “We received a complaint about Ashberry Home’s Exchange programme advertised on their website, stating that they would purchase your house at “more than market value with 105% Part Exchange”.

“A complainant, who believed Ashberry Home’s valuation of their property was below its market value, challenged whether the wording used in the ad was misleading.

“We approached the advertiser about the concerns that had been raised and they agreed to make changes to their advertising to address the complaint. Because of this we resolved the case informally, without the need for formal investigation.”

In December, Independent estate agency Carter Shaw agreed to change a misleading advert after a complaint led to an investigation by the ASA.

Carter Shaw, based in Poole, Dorset, which incorporates Barton Property management specialists, accepted that the wording in the ad could be misinterpreted.

The ad related to discounts offered for a full property management service.

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