Far from the California sun that he has become accustomed to, Michael Bruce sat sweating under the lights of a television studio in MediaCity, Salford. The chief executive of online estate agent Purplebricks was appearing on the BBC consumer rights show Watchdog to answer criticisms of his company that has created waves in the property industry.
“No businessperson, no entrepreneur, no person who believes in the principles of what we try to achieve, in any way finds the idea of going on Watchdog anything other than no one wants that to happen to them,” he says.
He faced a grilling over the company repeating claims that the advertising watchdog had previously ruled as misleading, as well as allegations over exaggerated sales figures and the company’s deferred payment service. Investors took fright, and Purplebricks’ share price sank 7% the next morning.
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