Trees as far as the eye can see. The image depicting three new luxury homes for sale in the upmarket suburb of Bishopscourt looked too good to be true.
And it was.
The upcoming development, called Monterey, was advertised on the developer’s website in an artist’s impression that excluded neighbouring buildings. Thanks to image-manipulation software, the houses appeared to float in a sea of green — a marketing ploy focusing attention on the product without background clutter.
Unfortunately for Cape Town-based Aview Properties, the Advertising Regulatory Board (ARB) ruled last week that the image contravened the code of advertising practice and had to be removed.
“The directorate is of the view that the overall image creates a perception that when completed, the surrounding area will be full of trees, and that there will be no visible domestic sites within its vicinity, an impression that is incorrect,” the ARB said.
“The directorate believes that there is a possibility that consumers who are interested in buying the offered development off-plan might acquire a mismatched expectation because of the inaccuracy created by the advertisement regarding the appearance of the development’s surroundings.
“The advertiser is instructed to withdraw the advertisement in its current form, where the image of the development is surrounded by trees without any indication that it is also going to be bordered by other domestic sites.”
Aview denied wrongdoing and intends appealing the ARB’s decision. The company said the “greenwashing” tactic was common practice in the real estate business, intended to highlight the product rather than mislead potential buyers.
“We take people to the site and walk them around, normally a few times — they know what they are buying and where they are buying,” CEO Gus van der Spek told the Sunday Times. “I don’t think we are trying to mislead the buyer into buying something they don’t think they are going to get.”
He said the artist’s impression was simply a mechanism to amplify the unique aspects of the development, in the same way other companies sometimes placed brands in unrealistic settings — such as raindrops turning into jelly tots.
“It is very clearly stated in our brochures and legal contracts that these are artist impressions,” he added.
The company nevertheless replaced the offending image this week with a more realistic version, along with an explanatory note about the ARB ruling and an invitation to donate to a local charity. “In light of a recent complaint to (and ruling by) the ARB regarding concerns of potential misrepresentation in our latest development, Monterey of Aview, we are using this opportunity to create a positive impact. Aview is committed to supporting our community and to that end we are using this image to benefit Malachi Place of Safety for Abused and Abandoned Children.
“Aview firmly stands against the suggested ruling and will pursue an appeal through the formal process,” Van der Spek said in the note.
Despite Aview’s protestations, two senior industry sources this week backed the ARB’s decision. “Anything that is falsely enhanced, I don’t approve if it misrepresents,” said one.
But another veteran property stakeholder said he was flabbergasted by the ARB ruling in that a bit of marketing poetic licence was commonplace. “How do you sell something that doesn’t exist? You create an artist impression of what it looks like … and you leave it to the artist to use his artistic flair.
“When you buy Tennis biscuits and it shows strawberries and cream on the packet, do you expect strawberries and cream to be inside?”
Artist impressions tried to present the best possible impression by amplifying attractive elements — such as adding mature trees rather than saplings. “If you look at the artist impressions of other upcoming developments you’ll see they often have a Porsche or a Mercedes in the driveway. That doesn’t mean you are going to get a Porsche or Mercedes if you buy the property,” he said.
The new development features three 540m² homes “perched amid the lush landscape” according to the website blurb. “These residences boast breathtaking sea views, visible through large picture windows that frame the backdrop in an ever-changing tapestry of beautiful light and idyllic scenery.”
One neighbour told the Sunday Times he approved of the Aview building design and felt the development would enhance the area. A few neighbouring properties were clearly visible from the adjoining municipal reservoir, which overlooks the development site. However the skyline was dominated by trees, with a mountain backdrop.
The ARB ruling coincides with growing concern around digitally generated images, including those generated by AI. In one recent case, Getaway Magazine last month sparked an outcry by using an AI image of the Blyde River Canyon on its cover. The magazine later apologised.
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