"Zohouri added that Awaab’s Law represents “a turning point for housing standards”"
Pyramid Eco’s review of Semrush cost-per-click data found that the average price for the keyword “mould claim” rose from £3.94 in January 2024 to a peak of £13.91 in March 2025 – an increase of 253% – shortly after the government confirmed that Awaab’s Law would be enforced later in the year. While costs have since eased slightly to £12.07, they remain more than double their 2024 level, signalling sustained demand among firms targeting tenants affected by damp and mould.
The rise in advertising costs reflects growing legal activity in anticipation of the new legislation, which requires landlords to fix damp and mould issues within set timeframes. The law, named after two-year-old Awaab Ishak who died following prolonged exposure to mould in social housing, introduces strict obligations for housing providers to maintain safe living conditions.
Michael Zohouri, director at Pyramid Eco, which works with private landlords and public sector housing providers to support compliance through retrofitting and damp prevention, described the surge in search costs as “a warning signal” for the sector. He said:
“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.”
Ryan Postlethwaite, partner and head of consumer claims litigation at Express Solicitors, said Awaab’s Law marks “a pivotal shift in the regulation of social housing.” He added:
“We have seen a significant increase year on year of housing disrepair-related enquiries, the vast majority of which involve mould. Generally, mould issues are an easy fix - they are usually caused by leaks not being repaired promptly or a lack of ventilation, which can easily be addressed by providing an extractor fan. Yet social housing providers seem unwilling to do either.”
Sajjad Ahmed, CEO of the British Landlords Association, urged landlords to prepare for enforcement: “Awaab’s Law places a clear duty on landlords to act swiftly when mould or damp issues are reported, with strict legal timeframes for repairs. Our advice is to view this as an opportunity to raise housing standards by improving inspection routines, record-keeping, and timely maintenance.”
Zohouri added that Awaab’s Law represents “a turning point for housing standards,” emphasising that early action can help landlords avoid legal costs and demonstrate commitment to tenant safety.
