Online adverts for air conditioners claiming to be 'designed by former Nasa engineers' with the ability to 'cool a room in 90 seconds' have been popping up on social media. As the UK endures its third heatwave of the year, adverts for the devices have been appearing on social media platforms including Facebook and YouTube.
ASA Issues Warning on Misleading Claims
The Advertising Standards Authority (ASA) has warned that many of these products are 'too good to be true'. The ASA told the BBC that some of the adverts it had reviewed made exaggerated claims, including that a small device could cool an entire home in minutes, or that it used little electricity. Customer reviews describing exceptional performance – understood to be fake – were also posted online.
The adverts direct shoppers to websites selling the devices, with prices ranging from £70 to £120. Some adverts appear to have been generated using AI, featuring images of copper coils and metallic components intended to make the products seem more sophisticated than they are.
Expert Tests Reveal Cheap Components
Stuart Matthews, a civil engineer who runs a DIY YouTube channel, bought several of the units to test their functionality. He told the BBC: 'I really feel for the people that have been sucked into buying some of this rubbish.' He added that the items were made of 'cheap components' and used 'flawed science'.
One advert described the product as having a 'liquid compressed cooling cartridge', but Matthews said the device actually contained 'a load of cardboard fins that get wet as the water blows past them'. These devices, often referred to as 'swamp coolers', cool air by evaporating water. While they can be effective in hot, dry climates, they also increase humidity. In an already humid environment like the UK, they are therefore less effective.
How to Spot a Scam
The ASA said there were several ways for customers to tell if an advert for a portable air conditioner was likely to be misleading. It said people should be sceptical of the following:
- Promises which sound too good to be true, like claims a small device can chill large rooms
- Dramatic backstories about “secret inventions” or “industry breakthroughs”
- Poor grammar, spelling mistakes and inconsistent branding
- Customer reviews describing dramatic results or reading as though they’re too perfect
The agency also advised customers who were unsure to research the retailer, checking for evidence of it being a genuine business, such as contact details and a registered business address. It also advised customers to seek independent reviews, rather than relying on those on the seller’s website.
Reporting Suspicious Adverts
Anyone concerned about an air conditioner advert can report it on the ASA website. Metro has contacted Meta and YouTube for comment.
