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ASA rejects complaints about Hip ads

The Advertising Standards Authority has rejected a series of complaints against controversial Government home information pack marketing.

The ASA received four complaints about radio and press ads but is not proceeding with any of them, giving Westminster the green light to continue its campaign.

The Department for Communities and Local Government’s ads aim to drum home the message to mortgage brokers, estate agents, conveyancers, solicitors and other key stakeholders that whoever markets a home will be responsible for producing a Hip from June 1.

Anyone that does not have a Hip could face a £200 fine, which can be repeated at the discretion of trading standards officers if a property still does not have a Hip.

One complaint slammed the ads for claiming that Hips will make homes easier to sell while another said the ads did not make it clear that it will be illegal to market a home without a Hip.

The ASA says: “We have had four complaints but we have not launched an investigation. There was no evidence that the ads breached any codes. We will monitor ongoing campaigns.”

A DCLG spokesman says: “The ads clearly and accurately set out Government policy and we do not accept these feeble claims. We have not been contacted by the ASA.”


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