Developer sanctioned for manipulated image
An image depicting three new luxury homes for sale in the upmarket suburb of Bishopscourt looked too good to be true.
The Sunday Times reports that the upcoming development, called Monterey of Aview, was advertised on the developer’s website in an artist’s impression that excluded neighbouring buildings.
As a result of image-manipulation software, the houses appear to float in a sea of green.
Unfortunately for Cape Town-based Aview Properties, the Advertising Regulatory Board (ARB) has ruled 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.
Aview denied wrongdoing and intends appealing the ARB’s decision.
The company said the ‘greenwashing’ tactic was common practice in the real estate business, and intended to highlight the product rather than mislead potential buyers.
The ARB ruling coincides with growing concern around digitally generated images, including those generated by AI.
Article disclaimer: While we have made every effort to ensure the accuracy of this article, it is not intended to provide final legal advice as facts and situations will differ from case to case, and therefore specific legal advice should be sought with a lawyer.
