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Property Web site Myhome.ie had claimed in advertising surrounding its launch that it had the largest number of Irish properties on its site of any Irish property site.
Ascotfirst.com then lodged a complaint with the ASAI on the grounds that the claims, made in ads in national newspapers and on radio and television were untrue and without foundation. The authority upheld the complaint.
Andy Scott, chief executive of Ascotfirst said that inaccurate and unsubstantiated claims made by Myhome.ie are damaging to the credibility of the Internet industry.
"They damage our credibility with the public in general and with estate agents who we are encouraging to use the Internet as part of their marketing activities," he said.
"We are glad that the ASAI has supported our view and upheld our complaint in relation to Myhome.ie," Scott said.
"We are a bit amazed at the decision and disappointed that the authority did not independently verify the number of properties on each site," said Tony Sutton marketing director of Myhome.ie. "I see this as a gimic by Ascotfirst to get a bit of publicity," said Sutton
The complaint was upheld on three grounds under the code for advertising standards. The grounds listed by the ASAI were that "advertising should not mislead by inaccuracy, ambiguity, exaggeration or omission," that "comparisons should be fair and should be designed that there is no likelihood of the consumer being mislead." The authority added, "A claim that any product is superior to others should only be made where there is clear evidence to support the claim."
Ascotfirst said that when defending the advertisements, which were the subject of the complaint, Myhome.ie sought to claim that their site has more residential properties than any other Irish Web site.
In reaching their decision the Advertising Standards Authority refused to accept this argument.
Ascotfirst.com said it continued to reject this claim by Myhome.ie as there is clear evidence that there are more residential sites listed on Ascotfirst.com than on Myhome.ie.
"We urge people, who are interested in deciding for themselves the merits or otherwise of our argument, or the scale of properties that we have on view, to visit our site," said Scott.
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