Two misleading heat pump adverts have been banned by the UK's advertising watchdog due to omission of important eligibility criteria for government grants. The ASA stated that promotions by Aira and EDF Energy misled consumers by implying automatic eligibility for a 7,500 grant without clearly stating the conditions required to qualify. The government aims for 600,000 heat pump installations annually by 2028, yet current uptake remains low, with less than 100,000 installs reported for 2024. Advertising practices are being scrutinized to ensure transparency regarding available funding programs.
The ASA found that the two ads, which appeared online, omitted key information about the eligibility criteria for government funding available for installing the pumps.
The ads gave the impression consumers would be automatically eligible to receive a government grant of 7,500, and it did not make clear the government funding was subject to eligibility.
The government's boiler upgrade scheme provides grants of 7,500 to householders who switch from gas boilers to heat pumps.
The Resolution Foundation thinktank reported that the rollout of heat pumps is slow, with fewer than 100,000 fitted into British homes in 2024.
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