Images in odoo website not showing

 odoo.addons.base.ir.ir_attachment: _read_file reading F:\ODOO10\odoo_data\filestore\pfm\04/049d73bba67240ea2f71f026f8479f95e9de34d9
Traceback (most recent call last):
  File "F:\ODOO10\odoo\odoo\addons\base\ir\ir_attachment.py", line 100, in _file_read
    r = open(full_path,'rb').read().encode('base64')
IOError: [Errno 2] No such file or directory: u'F:\\ODOO10\\odoo_data\\filestore\\pfm\\04/049d73bba67240ea2f71f026f8479f95e9de34d9'
/shop/product/13 odoo.addons.base.ir.ir_attachment: _read_file reading F:\ODOO10\odoo_data\filestore\pfm\04/049d73bba67240ea2f71f026f8479f95e9de34d9
Traceback (most recent call last):
  File "F:\ODOO10\odoo\odoo\addons\base\ir\ir_attachment.py", line 100, in _file_read
    r = open(full_path,'rb').read().encode('base64')

IOError: [Errno 2] No such file or directory: u'\\odoo_data\\filestore\\pfm\\04/049d73bba67240ea2f71f026f8479f95e9de34d9'

Causes the images in the odoo website to not display.

Set in data_dir in odoo.conf.