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An advertisement on a acreage administration firm’s website suggesting that rental assets would be affirmed to landlords has been banned by the Announcement Standards Authority.



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The close is Reliance Acreage Administration Specialists.

In February this year the website www.reliancepropertymanagement.co.uk agitated a banderole stating: “RELAX, WHILE YOUR RENTAL INCOME IS GUARANTEED! Receive your hire on time, every month, alike if your addressee fails to pay”. 

At the basal of the banner, beneath an angel of a being sunbathing on a deckchair, argument stated: “*subject to acceding and conditions, amuse see articulation below”, while beneath the banderole the folio featured an angel of a affection mark brand absolute argument stating: “GUARANTEED RENT 365 DAYS A YEAR”. 



In accession there were added statements saying: “We acceding our Landlords hire to be paid anniversary month, whether or not the acreage is tenanted or empty. (subject to T’s & C’s)” and “We accomplish abiding you get the abounding hire bulk you are due anniversary and every ages … This finer bureau that we are demography abroad the risk, giving you aplomb in your rental assets so you can await on it, whatever happens”.

However, a complainant to the ASA asked whether the claims “GUARANTEED RENT 365 DAYS A YEAR” and “We accomplish abiding you get the abounding hire bulk you are due anniversary and every ages … giving you aplomb in your rental assets so you can await on it, whatever happens” were misleading, because they appropriate hire would be affirmed in all circumstances; and the complainant additionally appropriate the ad did not accomplish bright anniversary cogent limitation that activated to the advertised affirmed hire service.

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Upon analysis by the ASA Byblos Harbour Express Ltd, trading as Reliance Acreage Administration Specialists, said it provided a arrangement arrangement for absolution furnished houses, advantaged ‘Draft Affirmed Hire Agreement’, which set out the agreements amid landlords, and the tenant, Reliance Acreage Administration Specialists. 

The close additionally showed the ASA allotment of a certificate blue-blooded ‘Agreement for absolution furnished abode house’, anachronous February 2018, ambience out the two parties: a called freeholder and the tenant, Victoria Knight (another acreage administration account beneath the aforementioned buying as Reliance Acreage Administration Specialists). 

A account from the ASA says the advertiser “explained they acted as the addressee and afresh finer sub-let the property, and accordingly the acceding meant they affirmed to pay account hire to the freeholder as the tenant. They said that landlords saw the abounding capacity of the acceding and altitude of the account afore signing a contract.”

Reliance Acreage Administration Specialists additionally provided testimonials from freeholder clients.

However, giving its judgment, the ASA said it advised that consumers would accept the affirmation “GUARANTEED RENT 365 DAYS A YEAR” and “We accomplish abiding you get the abounding hire bulk you are due anniversary and every ages … whatever happens”, calm with the affection mark brand image, to beggarly that hire would consistently be paid to landlords anniversary ages by Reliance Acreage Administration Specialists in all circumstances, including if payments from tenants ceased. 

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The ascendancy says it additionally advised consumers would accept that the affirmed hire was included in a accepted arrangement amid landlords and the advertiser, which would act as a third affair amenable for managing tenants. 

“However, we did not accede they would accept from the ad that the affirmed hire was based on an acceding in which Reliance Acreage Administration Specialists became the addressee and afresh sub-let acreage to added tenants. We advised that was actual advice acceptable to account consumers to booty transactional decisions that they would not contrarily accept taken” says the ASA in a analytical allotment of its ruling.

“We advised that the ad decidedly emphasised the affirmed hire account provided by the advertiser. We accepted that there were limitations to the affirmed hire for landlords, for archetype if their acreage was uninhabitable. The [ASA’s advertising] Code appropriate that business communications fabricated bright anniversary cogent limitation to an advertised acceding (of the blazon that had implications for a consumer’s rights). 

“While we acclaimed that in some instances the affirmed hire claims in the ad declared that acceding and altitude applied, the ad did not accomplish bright anniversary cogent limitation of the guarantee. A archetype of the abounding acceding was not fabricated accessible for landlords to appearance on the website. Because the cogent limitations of the advertised acceding had not been fabricated clear, we advised that the ad breached the Code.

“We accustomed the acceding of the hire acceding arrangement amid landlords and the bureau set out the affairs in which the affirmed hire was not paid. The affirmation provided by the advertiser additionally approved that they had connected to pay hire to two landlords during periods back their backdrop had been empty, or back tenants had defaulted on rent, and they had purchased hire aegis allowance for one property. 

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“However, the ad did not accomplish any advertence to the attributes of the affirmed hire agreement, whereby Reliance Acreage Administration Specialists became the addressee and afresh sub-let the property. Because that actual advice had been omitted, we advised that the ad was misleading. We accordingly assured that the ‘GUARANTEED RENT’ claims were misleading.”

The ASA disqualified that the ad charge not arise afresh in its accepted form. 

“We told Reliance Acreage Administration Specialists that anniversary cogent limitation of the advertised hire affirmed account charge be fabricated bright in approaching business communications. They charge additionally accomplish clear, back referencing the affirmed hire in ads, that the acceding complex the absolution abettor acceptable the addressee and afresh sub-letting the property” concludes the ASA.

The ascendancy additionally fabricated a agnate cardinal in advertence to Victoria Knight, a aggregation endemic by Reliance Acreage Administration Specialists.

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Last Updated: December 1st, 2018 by admin
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