Misleading advertising is not allowed under European and Irish law.
If you're including a photo or video with your ad you can only use imagery of the actual item being sold. Anything else, no matter how similar or impressive it looks, is not allowed.
For further information on advertising law please visit the Citizens Information website.
You should also ensure that you have the permission of the person who took the photo to reuse it in your ad, as in effect they own the copyright to the image.