Britain's advertising regulator banned two adverts from Aira and EDF Energy for misleading consumers about government grants for heat pumps. The Advertising Standards Authority stated that the ads failed to clearly outline eligibility criteria for the £7,500 Boiler Upgrade Scheme, leading homeowners to believe they could automatically qualify for the grant. Aira's CEO indicated the company is revising its messaging to ensure clarity, while EDF accepted the ASA's ruling and committed to improved communication. This follows a similar ban on Octopus Energy, suggesting a potential trend in advertising regulation for environmental technology.
Aira's advert, seen in March, and EDF's advert, seen in February, suggested that any homeowner could get a £7,500 grant through the Boiler Upgrade Scheme to replace their gas boiler with a heat pump.
Our concern was that people could come away thinking this money was guaranteed... Eligibility can vary - and if you leave that out, you risk misleading the public.
Aira's UK chief executive, Chris Collinson, said the company had already updated its messaging. We want customers to have the full picture before making such an important investment.
EDF stressed that the ASA had received no direct complaints about its ad but accepted the decision. We've made the necessary changes and are committed to getting this right.
#heat-pumps #advertising-standards-authority #government-grants #misleading-advertising #energy-efficiency
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