‘Price on application’ in property listings deemed unlawful

National Trading Standards Estate and Letting Agency Team (NTSELAT) has today published its opinion*, developed with the Competition and Markets Authority (CMA), that the use of ‘POA’ or ‘price on application’ in property listings (principally sales listings) contravenes consumer protection legislation.

NTSELAT’s opinion is that the use of ‘POA’ or ‘price on application’ in relation to a listing on a property portal or an agent website is likely to be misleading as it withholds – or in some cases masks – the asking price from consumers. The property’s price is information which the average consumer needs in order to make an informed transactional decision, such as to make enquiries about the property, conduct further research or arrange a viewing.