An agency that posted up a glowing testimonial for a new member of staff which related to his time at a previous employer has had a complaint upheld against it by the advertising watchdog.

London agency Moveli ran text on its home page under the heading ‘Meet your agent’.

It said: “Moveli connects you with friendly, professional estate agents who have years of experience selling property in your local area, probably even on your street.”

Text on a page headed “Sell with us” stated: “Moveli agents are seasoned professionals who’ve been selling property in your area for years.”

Its said of one agent – whom the Advertising Standards Authority has not named in today’s ruling – that he had over 16 years of experience selling property in south-west London, was a seasoned professional in achieving the “highest price for your home”, and knew the Battersea and Clapham property market intimately.

A customer testimonial from a Mrs L D paid tribute to the agent, saying that he had “tenaciously” held on to a buyer, was knowledgeable and trustworthy, “and I have no hesitation in recommending him”.

Local firm Courtenay Estate Agents challenged whether the testimonial was genuine as the agent had only been working with Moveli for a month.

Moveli said that the customer testimonial was a genuine one from a client at the agent’s previous employer.

It told the ASA that because the agent now worked for Moveli and provided the same style of service, it was not misleading to have published Mrs L D’s testimonial.

However, the ASA said that consumers would be likely to infer, without qualification to the contrary, that the testimonial related to the agent’s work at Moveli.

While Moveli had argued that the agent would continue to provide the same style of service, the ASA said that could not be guaranteed when he moved employer.

The ASA said that because the testimonial did not relate to the agent’s employment at Moveli, it was misleading.

* Separately, the ASA has dealt with a  leaflet for estate agent David Doyle which stated “Spring into action with the most successful agent in town”.

A complainant challenged whether the claim “the most successful agent in town” was misleading and could be substantiated.

The advertiser provided an assurance that they would not use the claim again and the complaint has been informally resolved.