75 Accordingly, I do not accept that Ms Huo made the second representation set out at [6b]. However, Sydney Advance Realty did in substance represent that the development site was the leader of three suburbs that would double in value within five years. There was no express representation that there was a reasonable basis for that prediction. However, it was a prediction as to a future matter and would be misleading or deceptive unless there were reasonable grounds for it. The onus of establishing such reasonable grounds was on the defendants (Trade Practices Act, s 51A). At paras [86]-[94] below, I deal with the question as to whether by making the representation, Sydney Advance Realty engaged in misleading and deceptive conduct.
76 The third and fourth representations can be considered together. In the course of her cross-examination, Ms Huo admitted that she told the plaintiffs that there would be extremely low management fees. She later denied saying that to the plaintiffs, but I do not accept that denial. The advertisement referred to above at [55] for units in the Form development, parts of which are quoted at [55], referred to there being "extremely low property management fees (around $410 for 2 bedrooms)".
77 No representation was made as to the likely level of management fees for a four-storey terrace which would be almost double the floor area of a two-bedroom unit (230m² compared with 125m²). The plaintiffs said that at a meeting on 19 August 2003 they asked Ms Huo what the strata levies would be and she said "$450 to $480 per quarter because there is no swimming pool and no elevator. It won't be very expensive." Ms Liu said that at the time she made a note of being told "management fee not high approx $450 because not provide elevator and swimming pool etc.".
78 All parties understood the reference to "management fees" to include strata levies. Ms Huo denied saying that management fees or strata levies would be around $450. She said that she did mention the fact that there was no lift or swimming pool which would have the overall effect of reducing management fees, but she did not know what the fees for the Form terraces would be and did not mention any specific sum.
79 Notwithstanding the note made by Ms Liu, I am not satisfied that Ms Huo represented that management fees for the Form terrace would be about $450 per quarter. There was discussion about management fees not only for the Form terrace but also for two-bedroom units in the Nova building and in the Form building. Whilst it is likely that the figure of $450 was mentioned, I am not satisfied that the figure was mentioned as being the likely management fees for the terrace the plaintiffs purchased. Accordingly, I accept that a representation was made by the second defendant and by Ms Huo that management fees would be extremely low (see allegation set out above at [6c]). There was no express representation that there was a reasonable basis for that statement, but the statement was a statement as to a future matter and would be misleading unless there were a reasonable basis for it. Ms Huo also represented that the reason the management fees would be extremely low was that there would be no swimming pool and no shared lift for the property. Otherwise I am not satisfied that representation was made in the terms alleged at [6d].
80 In para [84] below, I deal with the question as to whether there was a reasonable basis for the representation that was made.
81 The alleged representations set out at [6(e)], [(f)], [(g)], [(i)] and [(j)] can be considered together. There was discussion about the desirability of the property being exposed to sunshine and about gardens or parks surrounding it. Critical to the allegation concerning sunshine is the height of the building to be constructed behind the terraces. The building behind the terraces is six storeys high and the plaintiffs say it obscures the sunshine. They say that Ms Huo represented that at most it would be no more than three storeys high. Ms Huo denied the plaintiffs' allegation that she had said that "you would definitely get a lot of sunshine with no problem". I accept that denial. I do not accept that Ms Huo represented that the building at the rear of the terraces would be no more than three storeys high. The height of that building was shown on the model the plaintiffs inspected and the building which was constructed was in accordance with the model. Likewise, the landscaping was in accordance with the model the plaintiffs were shown. There is no substance in relation to these allegations of misleading conduct.
82 The representation alleged by the plaintiffs set out at [6(h)] was that the property would have both a home office and a study, the latter having natural light. The terrace was built in accordance with the plan and had as much light as would be expected from the model the plaintiffs were shown. As noted above at [70], it is true that the plan provided to the plaintiffs by Ms Huo referred to the terrace as comprising three bedrooms, plus study, plus office (although the plan attached to the contract referred only to three bedrooms, plus office). However it was plain from the plan itself that there was no study in addition to the area designated as home office. In particular, for the reasons explained at [70], the plaintiffs could not have understood that the area on the plan marked with an "S" was a study. When the plan is considered as a whole, the alleged representation was not conveyed. In any event, the plaintiffs did not rely upon a representation that the property would include both a home office and a separate study.
83 Sections 51A and 52 of the Trade Practices Act provide:
" 51A Interpretation
(1) For the purposes of this Division, where a corporation makes a representation with respect to any future matter (including the doing of, or the refusing to do, any act) and the corporation does not have reasonable grounds for making the representation, the representation shall be taken to be misleading.
(2) For the purposes of the application of subsection (1) in relation to a proceeding concerning a representation made by a corporation with respect to any future matter, the corporation shall, unless it adduces evidence to the contrary, be deemed not to have had reasonable grounds for making the representation.
(3) Subsection (1) shall be deemed not to limit by implication the meaning of a reference in this Division to a misleading representation, a representation that is misleading in a material particular or conduct that is misleading or is likely or liable to mislead.
52 Misleading or deceptive conduct
(1) A corporation shall not, in trade or commerce, engage in conduct that is misleading or deceptive or is likely to mislead or deceive.
(2) Nothing in the succeeding provisions of this Division shall be taken as limiting by implication the generality of subsection (1). "
Reasonableness of Predictions - Management Fees
84 It is convenient first to deal with whether there was a reasonable basis for the prediction that management fees would be extremely low. Strata levies for the property were $1,150.60 per quarter. There was no evidence of how this compared with strata levies (or management fees) for similar developments. The onus is on the defendants to establish that there was a reasonable basis for the prediction. However, even in the absence of evidence as to strata levies or management fees for comparable properties, there was a reasonable basis for the prediction made by Sydney Advance Realty and Ms Huo. Management fees had been set for the Nova apartments by the time of Ms Huo's meetings with the plaintiffs. It was not disputed that management fees for the Nova apartments were low. It was reasonable to expect that without a shared lift or swimming pool, the levies or management fees for the property purchased by the plaintiffs would be considerably lower on a per square metre basis.
Reliance - Management Fees
85 I am not satisfied that the prediction as to the low level of management fees was a material inducement to the plaintiffs' entering into the contract for the purchase of the property. After having inspected the Victoria Park site and having paid a $1,000 holding deposit for the terrace, the plaintiffs saw another property in Hornsby for sale for $690,000. On the morning of 3 September 2003, they exchanged contracts to purchase the Hornsby property. According to the plaintiffs, Mr Zhang went to meet Ms Huo to get back the holding deposit but was persuaded to proceed with the purchase of the terrace at Victoria Park. According to Ms Huo the plaintiffs were still determined to proceed with the purchase of the terrace in addition to the Hornsby property and came to see Ms Huo in order to work out how they could purchase both properties. However that might be, the plaintiffs accepted that they could not afford to complete the purchase of both properties. The plaintiffs proceeded with the purchase of the terrace at Victoria Park because they believed they could resell the property at a profit. They believed they could resell at a profit before completion, or could borrow the finance to complete the purchase against an increased valuation. Without a material increase in value they could not complete. The representation concerning the level of management fees was not material to their decision, except insofar as that was likely to reflect in the value of the property. Critical to their decision to purchase the property was their belief that its value would increase before completion was due. In my view, their belief that the property would increase in value was not influenced by the representation concerning the level of management fees.
Reasonableness of Prediction of Future Value
86 Accordingly, the critical question in relation to ss 51A and 52 of the Trade Practices Act is whether there were reasonable grounds for the representations concerning the future value of the property, and whether the plaintiffs relied on those representations.
87 The newspaper advertisement for the Form development in Victoria Park stated that it was an area praised (or acclaimed) by the Sydney Morning Herald as being the primary (or number one) district amongst three areas which were going to double in value within five years.
88 The article to which Sydney Advance Realty was referring in this advertisement was published by the Sun Herald (not the Sydney Morning Herald) on 17 February 2002. It was well out of date by May and August 2003, particularly as the property market had shown substantial growth of in the order of 16 percent per annum over that period. A real estate agent and valuer who gave evidence for the plaintiffs, Mr Phippen, said that as at early 2003 the market had been increasing at an above average rate from 2000 with a significant increase in that period in turnover and improvement in values. There was an increasing supply of new apartments in the Zetland/Waterloo area, such that by 2003 the supply of apartments in that area was becoming saturated.
89 The plaintiffs gave no evidence that they placed any reliance on the representation that the article referred to in the advertisement had been published by the Sydney Morning Herald as distinct from some other newspaper. Therefore, even if there were evidence that one publication had greater credibility than the other, it would not be material that the advertisement wrongly stated the newspaper in which the article had been published.
90 The newspaper article did not say that the Zetland area or the Victoria Park development was the primary suburb where values were expected to double. The article had a headline "The Suburbs Where Values will Double in Five Years". Three suburbs were referred to, namely Zetland, Rhodes and Wolli Creek. Zetland was not given primacy. Significantly, the reason the author of the article opined in 2002 that values would double in five years was that the high prices being asked and received for new high-rise residential developments in those suburbs affected the prices of other housing. The author wrote:
" Property values at Zetland, Rhodes and Wolli Creek are expected to more than double within five years.
Highrise residential development and what is now vacant land in the three Sydney suburbs is to boost the value of existing homes as it did in Cabarita, near Concord. ...
Landcom's $1.5b Vic Park development in Zetland will set a new price trend for the inner southern Sydney suburb.
Airia, a $65m development, is part of the second stage of the 24.5ha development.
Being developed by Waltcorp and designed by Nick Turner of Turner & Associates, a one-bedroom unit will cost $420,000, the current average price for Zetland. A three-bedroom unit will cost as much as $910,000.
...
'It was paramount to provide residents with units that offered high-comfort levels and maximise orientation and outlook over the adjacent parks', Mr Turner said.
'You can be assured that Victoria Park as a whole will dramatically increase the value of Zetland.'
...
At present the average price in Arncliffe is $360,000. In Proximity [a development in Wolli Creek, formerly North Arncliffe] prices for a two-bedroom unit will start at $360,000, with penthouses going for between $800,000 and $1 million.
At Rhodes, the average price is $470,000. Meriton will building [sic] 700 units and, while prices are yet to be set, they should be about $450,000 for a two-bedroom flat. "
91 The thesis of the article was that the higher priced new developments would increase the values for the suburb as a whole. The author did not opine that units in the highly priced new developments would themselves double in value in five years. It was misleading to suggest that the article supported a prediction that properties in the Victoria Park development could be expected to double in value in five years. Sydney Advance Realty did not simply convey the opinion of the author of the Sun Herald article for whatever it was worth without adopting or endorsing it (Yorke v Lucas [1985] HCA 65; (1985) 158 CLR 661 at 666; Butcher v Lachlan Elder Realty Pty Ltd [2004] HCA 60; (2004) 218 CLR 592 at 605 [38]-[40]).
92 There was no reasonable basis for a prediction that the value of property in the Victoria Park development, or the Form complex, would double in value in five years. The advertisements themselves represented that the rental value of the units would be underpinned by the creation of new jobs from the commercial and retail developments. Although the advertisements did not say so, the commercial and retail developments were the last stage of the overall development of Victoria Park. By the time of the hearing in 2008, construction of those developments had still not commenced. Although it might have been reasonable to predict that those developments would provide some support for the rental values of units in the Victoria Park development, that provided no reasonable basis for a prediction that capital values of units in the development would double in five years.
93 I should add that evidence was given by the plaintiffs that they were not told that the retail and commercial developments would be the last stage of the development of Victoria Park and that they understood that those developments would be constructed simultaneously with the construction of the Form development. However, in their statement of claim, the plaintiffs did not allege that the defendants misrepresented the time at which the retail and commercial developments would be undertaken.
94 The defendants did not lead evidence that there was a reasonable basis for the prediction that values would double in five years. The uncontradicted evidence of Mr Phippen was that there was no proper basis for such a claim. He said that it would require an average annual growth rate of 20 percent, whereas properties in the area had averaged growth over the preceding ten years of 10.2 percent and that this was over a period that was considered to be the greatest increase in property values in Sydney in a century. Nearly 5,000 apartments had been constructed in the Zetland area up to 2005 and another 1,000 apartments were proposed. The supply of apartments in the area was saturated. There was no reasonable basis for the prediction that the value of property in Victoria Park would double in five years.
95 Mr Hassett, solicitor, who appeared for the second and third defendants, submitted that the plaintiffs read the article in the Sun Herald and therefore could not have been misled by the advertisements published by Sydney Advance Realty. The plaintiffs denied having seen the article published in the Sun Herald and I accept that denial. Indeed at least Mr Zhang would have been unable to read the article even if he had been shown it.
Puffery
96 Mr Hasset also submitted that the article in the Sun Herald was puffery. Although the submission was not very clear, I take him also to have submitted that the newspaper advertisements which the plaintiffs saw amounted to puffery insofar as they referred to Victoria Park doubling in value. It is sometimes said that puffery falls outside the reach of s 52 of the Trade Practices Act (Pappas v Soulac Pty Ltd (1983) 50 ALR 231 at 234-235; Eighth SRJ Pty Ltd v Merity (1997) 7 BPR 15,189 at 205-206), although it is more usual to infer that the plaintiff did not rely on an obvious puff (e.g. Petty v Penfold Wines Pty Ltd (1994) 49 FCR 282). In Jainran Pty Ltd v Boyana Pty Ltd [2008] NSWSC 468, Bryson AJ said (at [117]):
" There were contentions by counsel for all defendants to the effect that some parts of the material in the brochure (and perhaps elsewhere) can properly be defined (and disregarded for the purpose of s 52) as 'puffery,' an expression which has been used in many judgments. I do not know of any clear exposition of what is referred to as 'puffery' but its connotation is statements which the hearer to whom they are addressed is not expected to take literally and to treat seriously, obviously so to a reasonable hearer. Categorisation of a statement as puffery is to my mind a signal that the speaker's thinking has taken a particular turn rather than an explanation for that turn. A characteristic which is often attributed to puffery is that it is incapable of being proved to be correct or incorrect; Pappas v Soulac (1983) 50 ALR 231 at 238 (Fisher J). It is usually difficult to isolate any real content in such statements - 'The greatest show on earth', 'the best car in its class on the market today', 'leading a new wave of talent' and 'we've already been getting interest in this property'. The expression does not include communications which the recipient is expected to take seriously, even if they are not in highly precise terms. The brochure cannot in my view be treated as puffery; nor can anything contained in it. It contains many statements of fact and many commendations, not highly specific but clearly capable of being misleading or deceptive if facts and circumstances make them so. "
97 I agree. I do not consider that it is useful to approach the construction of s 52 using an overlay of whether the advertisements are puffery, with the implication that if they are, they fall outside the ambit of the section. No doubt in considering whether the advertisements were misleading or deceptive, regard is to be had to reasonable members of the class of readers who might be expected to act on the advertisement (Parkdale Custom Built Furniture Pty Ltd v Puxu Pty Ltd [1982] HCA 44; (1982) 149 CLR 191 at 199). The advertisements were directed to Mandarin speakers including persons such as the plaintiffs who were recent immigrants. The advertisements conveyed that an apparently reputable organisation was of the view that the Victoria Park development could be expected to double in value in five years. A reasonable member of that class of readers could properly assume that such a view had been expressed, and that there were reasonable grounds for it. Neither was the case.
98 It cannot be said that the statements were puffery merely because reasonable readers might be expected to make further inquiries if they were to rely upon the statements. Whilst the advertisements were intended to provoke further inquiry, no further information was to be given which would in any way qualify the representations as to likely future value. In Pappas v Soulac Pty Ltd, Fisher J said (at 234-235):
" ... many of the statements ... were also essentially the type of introductory comments, in the nature of puffery, made at the start of negotiations for the purpose of attracting the interest of a possible purchaser. As such they became irrelevant or of little, if any, significance when detailed information is subsequently given a fortiori to a potential purchaser with commercial experience. "
99 No further detailed information was given on the topic of the likely future value of the property. Nor were the plaintiffs persons of commercial experience.
Reliance
100 Both plaintiffs understood that there was a risk that the market value of the property might fall. Mr Zhang gave the following evidence:
" Q. You wanted to buy one of these terraces because you thought they would go up in value before you had to settle, didn't you?
A. Yes.