AN ACTION group fighting to prevent unsustainable growth in Kingswood has decried the tactics of a developer as “morally wrong” after they advertised homes for sale on their website before even submitting a planning application.

Chairman of Keep Kingswood a Village Patricia Broadfoot told the Gazette of the group’s shock at seeing Persimmon Homes using their website to promote houses in the village that may never be built.

The page on Persimmon’s website, which has since been removed, allowed viewers to register their interest and receive updates on “a much anticipated development launching in January, 2016”.

In an area off Wickwar Road named by Persimmon as “The Croft” and under the banner “homes for sale in Kingswood”, the developer states the homes will allow buyers to “enjoy village life”.

It continued: “The Croft offers a range of new homes so whether you’re a first time buyer or looking for more space for a growing family, it’s bound to have what you’re looking for.”

The advert offered a range of two, three and four bedroom homes with “excellent” transport links and a range of local shops.

“We were very shocked to see Persimmon advertising potential homes for sale in the village before they even put in a planning application – never mind had it decided upon,” said Mrs Broadfoot, who lives in High Street, Kingswood.

“It was just really arrogant of them to start saying they’re selling houses when at this stage. I think it’s morally wrong from the point of view of potential purchasers who may set their sights on a development that ends up not going ahead.

“What Persimmon were trying to do is rack up interested buyers and then claim it was meeting a housing need.”

Many members of the group complained to Persimmon and to the Advertising Standards Authority for claiming houses were to go on sale before this was a certainty.

Mrs Broadfoot continued: “Several people referred it to advertising standards because they were so incensed with advertising something that doesn’t exist, and the fact that that might have started gaining interest.”

Persimmon Homes were reached for comment but provided no response to the criticism.