OnTheMarket Traffic Claims Investigated by Advertising Standards Authority

British challenger portal OnTheMarket (OTM) has been warned by the Advertising Standards Authority (ASA) after some of its advertising claims were deemed misleading.

OTM claimed it had overtaken rival portal Zoopla's website traffic based on a single month's results, and publicised this message on several ads and marketing communications.

But after being contacted by the ASA, OTM has had to withdraw all related communications and promised to add caveats that "prominently state the specific period for which the claim applies".

The ASA has closed the case informally.

A spokesperson for OnTheMarket said: "[This data is] based on the actual metrics provided by Google Analytics, which is the undisputed source of truth for web traffic."

Zoopla has been quick to jump on the news, with COO Richard Hayes saying:

"We welcome the outcome of the ASA’s investigation. The claims made were misleading and have rightly been removed.

"At Zoopla, we know that building a leading consumer brand takes more than short-term marketing stunts—it takes years of sustained investment in innovative campaigns and product experiences that deliver real value. That’s exactly what we’ve done, and it’s why over 4 million homeowners now track their home’s value with us.

"Our latest nationwide campaign puts estate agents at the heart of our message to help consumers win at moving. It’s driving motivated, high-intent movers straight to our agency partners—and that’s the real measure of return on investment."