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14/7/25 8:13 pm
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Solicitors are increasing their spend on advertising to tenants concerned about damp and mould in the run-up to the introduction of Awaab’s Law.
Data from retrofit firm Pyramid Eco shows that the cost of Google Ads for ‘mould claim’ searches has tripled since early 2024, indicating that the legal sector is preparing for a wave of claims once the legislation comes into force.
The cost per click (where advertisers pay a set amount each time a user clicks on their ad) for the keyword ‘mould claim’ rose from £3.94 in January 2024 to a peak of £13.91 in March 2025, shortly after the government announced the enforcement of Awaab’s Law - a 253% increase. The firm believes this suggests law firms are increasing their investment in reaching tenants concerned about damp and mould.
From 27th October, Awaab’s Law will require social landlords to fix reported damp, mould and emergency repairs within strict timeframes. After the Renters’ Rights Bill takes effect, legislation will be expanded to the PRS, meaning private landlords and letting agents will have to follow the same rules – although the government has not given an exact timeframe.
Michael Zohouri, director at Pyramid Eco (pictured), says the data suggests that legal competition will intensify as the enforcement date draws closer. For landlords, councils, and housing associations, this could mean a significant rise in legal challenges if issues are not addressed.
“This spike in legal advertising is a warning signal,” adds Zohouri. “Landlords are under growing scrutiny, and tenants are becoming increasingly aware of their rights. Rather than waiting for costly legal disputes, the proactive step is to invest in retrofit measures that prevent damp and mould in the first place.”
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