The Taylor Wimpey website featured an image of a bathroom with the caption “image from actual show home.”
The image has now been removed and must not appear again in its current form as the ASA found the bathroom featured in the ad did not match the headline price.
The ASA says: “The ASA noted that the Code required price statements to relate to the product featured in the ad. We noted however that the new build flat advertised showed an image of a bathroom which included a number of bespoke upgrades, specifically tiled bath panels and chrome finishes, which were not included in the headline price.
“We considered that consumers would infer that those items would be included but were likely to understand that accessories such as towels and the pot were featured for show home purposes only.”
Taylor Wimpey argued the variations which exist in new build housing developments mean that photos can only ever be representative rather than exact matches on every occasion.
The fact the headline price was prefixed with ‘from’ should sufficiently indicate that, depending on the options chosen, the price may be higher, says Taylor Wimpey.
The ASA did not consider Taylor Wimpey’s offer to include more qualifying text in such pictures enough as the headline price would still not match the featured product.