The Material Information Myth That Could Cost Estate Agents Everything

For months, agents have clung to the belief that Material Information isn't really enforceable.

That it was - just guidance. And recently, that it had quietly faded away.

But that belief is no longer just wrong - it's dangerous.

Let's Set the Record Straight

Material Information isn't optional.

It isn't on hold.

It hasn't 'gone away'.

• It is now enshrined in law under the Digital Markets, Competition and Consumers (DMCC) Act 2024.
• It is governed by the Consumer Protection from Unfair Trading Regulations.
• And it is now enforceable by the CMA - one of the UK's most powerful regulators.

If you're thinking,

"Sure, but it doesn't really matter because no one's been fined yet…

You're thinking like prey.

Because the fines are coming.

Don't Take Our Word For It

Beth Rudolph, Director at the Conveyancing Association and Co-Chair of the Home Buying & Selling Council, recently stated:

"The moment we see the big fines coming down the line, the agents are on board. I'm confident the CMA will start by asking for undertakings - and if they don't comply, they'll be fined."

Translation:

Agents are being lined up to be made public examples of.

And it's not hearsay. It's being pushed for. Circulated at the highest levels of government.

And passed to regulators with teeth.

Why This Myth Persists

There are three reasons agents still think Material Information isn't urgent:

1. Rightmove doesn't enforce it.
   
   Correct - and that's the problem. Listings that say "Ask Agent" are not compliant, and leave the agent exposed.
   
   The portal can dodge liability. You can't.
   
   
2. Trading Standards isn't enforcing it.
   
   Also correct. But now it's under CMA jurisdiction, with penalties designed to hurt.
   
   The watchdog just got an upgrade.
   
   
3. It hasn't happened to anyone yet.
   
   The perfect setup for a shock.
   
   Regulators build cases quietly. Then they issue big fines publicly.
   
   One headline fine will make thousands compliant overnight. And that's what's being pushed for.

The Cost of Believing the Myth

If you're caught unprepared, here's what's at stake:

• Fines up to 10% of global turnover
• Expulsion from redress schemes (meaning you can't legally trade)
• Loss of public trust and long-term damage to your brand
• Risk being made a national embarrassment in front page news

Add that to:

• 1-in-3 transactions still falling through
• Clients losing an average £3,400 when it happens
• And an already broken pipeline that takes months to convert…

And you realise this myth isn't just dangerous.

It's potentially fatal.

There Is Another Way

WiggyWam has created a compliance-first, profit-positive solution for Material Information.

• All Parts A, B, and C handled
• Fully aligned with (and exceeds) CMA expectations
• Zero disruption to your process
• Huge upside in speed, cashflow, and conversion

You don't need to fear fines.

You just need to act before they arrive.

This Is the Moment of Choice

Wait…

…or win.

Panic later…

…or profit now.

Be forced into compliance…

…or lead with it.

We'll show you how to stay safe and get ahead - all in one move. But only if you book in some time to speak to us.

Don't get caught in the "busyness trap" thinking you'll do it later.

Enter your details below to find out more and book in some time to discuss your bespoke requirements. Your future self will thank you for it.