eMoov has continued to maintain that it has saved sellers huge amounts of money.

Despite being told by the ASA not to repeat the misleading claim that it saved sellers over £11m, yesterday afternoon eMoov did just that.

In reaction to the watchdog’s rulings against it, eMoov yesterday afternoon sent out a statement under the heading: “ASA assist in clarifying eMoove.co.uk website wording.”

In its statement, eMoov said that it had sold 4,000 properties to date.

Last year, it said that on average it had saved each seller £4,318.

It maintained that its calculation showed a total saving “of £11,518,106 to the UK home seller”.

eMoov said: “The ASA were of the view that the average fee data sources that emoov had provided, whilst appropriate in their application, did not include a sufficient enough data set size in respect of the Which? and Home Owners Alliance samples and therefore was not sufficiently robust to ensure a like for like comparison.

“It therefore felt compelled to uphold this aspect of the complaint.”

eMoov founder Russell Quirk went on: “I am grateful to the ASA for its investigation and which did not dispute the ethos of our statements.

“eMoov typically over-perform on property price achieved versus asking price and we are able to demonstrate substantial fee savings achieved for the consumer over our five years of operation.

“It’s plain that the Advertising Standards Authority did not wholly agree with the complaint made.

“The clarification of the wording that eMoov utilises on its website to inform likely home sellers of our success has been very helpful and indeed these small adjustments to the site had already been made some weeks ago.

“In spite of his competitive motivations in bringing the complaint I’m thankful also to Mr Chris Wood of PDQ Estates for taking the time to assist us in ensuring that our proposition is now even clearer and even more compelling to the consumer.

“Particularly in Cornwall.”

Cornish agent Chris Wood, who helped set up the Property Standards Board, said: “I am delighted that the ASA agrees that the wording used by eMoov in its advertising and public statements to claim that they save consumers money and achieve higher sale prices is, indeed, unsubstantiated and, in fact, misleading.

“I believe that this will have major repercussions for any agent (online, high street or hybrid) wishing to use dodgy statistics to attempt to claim alleged savings or sales results.”

He said eMoov has waged “a massive PR campaign with property journalists and property pressure groups to convince people that their business model saves consumers money using the same statistics that the ASA have ruled are misleading, leaving their self-styled ‘consumers champion’ reputation in tatters”.

He added: “My third complaint, ­that of eMoov having no incentive to sell a client’s property, was defended by eMoov not, as most consumers and property journalists might have expected them to do (that they receive no payment from a client until the property is sold) but that eMoov’s business model doesn’t work if they have too many properties up for sale at one time.”