The UK Advertising Standards Authority (ASA) has cracked down on two misleading adverts promoting heat pumps, ruling that they exaggerated both cost savings and environmental benefits. The watchdog found the claims to be unsubstantiated, potentially misleading consumers.
What Were the Adverts Claiming?
One of the banned adverts suggested that homeowners could save up to £1,500 annually by switching to a heat pump, while another implied that the technology was a near-perfect solution for reducing carbon footprints. The ASA determined that these claims lacked sufficient evidence and could mislead the public.
Why This Matters
Heat pumps are a key part of the UK's strategy to transition to renewable energy. However, exaggerated claims risk undermining consumer trust in the technology. "Accuracy in advertising is crucial, especially when it comes to emerging green technologies," said an ASA spokesperson.
What Happens Next?
The companies behind the adverts have been ordered to withdraw them immediately. They must also ensure future marketing materials are backed by robust evidence. The ASA has warned that further breaches could result in stricter penalties.
For consumers, the message is clear: always verify claims about energy savings and environmental benefits before making a purchase.
