ASA Chide Wimpey for Misleading Advert
The Advertising Standards Authority has upheld a compliant made against Taylor Wimpy and found that the
advertisement must not appear again in its current form.
They told Taylor Wimpey UK Ltd to ensure that future adverts did not misrepresent the location of properties.
It relates to housing that Wimpy is developing in Warton at the present time.
Several people in Fylde's Development Management Committee meetings have, at various times, have mentioned that a Wimpy site in Warton is being promoted with significant inducements for people to buy the houses.
We heard tell of cash discounts and free TVs and Ipads when a home is bought.
The complaint in this instance was that a regional magazine advertisement for a Taylor Wimpey housing development, was headed "Meadows View Harbour Lane, Warton PR4 1YB". But the advert featured a photograph of Wrea Green village green.
In the foreground a signpost stated "WARTON 2" and under the photo, text stated "Luxury homes in an idyllic location Meadows View is an exciting development of traditional family homes, bordering the beautiful village of Wrea Green and within
easy reach of Lytham St Annes and stunning Fylde coast".
The complainant had challenged whether the photograph of Wrea Green village and the claim "bordering the beautiful village of Wrea Green" were misleading, because the housing development was in the village of Warton, approximately two miles
Taylor Wimpey UK Ltd said the appeal of the local surroundings was an important factor for many people in the decision to buy a home in a particular location.
They said one of the benefits of the Meadows View development likely to be of interest to homebuyers was its proximity to the "picture perfect" village of Wrea Green.
They said Wrea Green neighboured Warton and was just a few minutes' drive
away and within walking distance.
Seems to us that almost everyone wants to claim a close connection with Wrea Green, and we were put in mind of the Kirkham Triangle Inquiry where we heard that parts of the St Georges Park development consider themselves to be part of
'Lower Wrea Green' rather than part of Kirkham.
Quite what Wimpy's 'picture perfect' perception of Wrea Green says about the actual location of their development - Warton, we're not sure.
But they did point out that the advert also referred to "Lytham St Annes and the stunning Fylde coast", which were within easy reach of Warton but were further away than Wrea Green. They also pointed out that
they had used text to ensure readers were
not confused into believing that the Meadows View development was actually in Wrea Green or offered views similar to the image shown.
They also said they specifically chose an image showing prominently in the foreground a signpost on which "Warton 2" was the most prominent direction, to make it clear that the location depicted in the image was two miles from
They has also said they also made reference to the development "bordering the beautiful village of Wrea Green" in the text because Wrea Green was the neighbouring village along a key access route, rather than the location of the
The ASA, however, noted that that Wrea Green was around two miles away from Warton and the development, and they considered that the claim exaggerated the proximity of Wrea Green and misrepresented the location of the development.
They therefore concluded that the claim "bordering the beautiful village of Wrea Green" was likely to mislead, and that the advert breached the CAP Code (on the basis of 'Misleading advertising'), and said the advertisement must
not appear again in its current form.
They also told Taylor Wimpey UK Ltd to ensure that future adverts did not misrepresent the location of properties.
Follow this link for
the full ASA adjudication.
Dated: 5 June 2014