The UK's Advertising Standards Authority has taken action against two companies, Aira and EDF Energy, for misleading advertisements about heat pump installation costs and the eligibility for government funding. These ads did not provide adequate information related to the conditions necessary to qualify for financial assistance. The ASA's intervention follows a prior ban on Octopus Energy for similar misleading claims about low installation costs for heat pumps. Aira justified its advertisement by stating it targeted specific homeowners eligible for government grants, while EDF Energy contended that their ad's wording would not mislead consumers about grant eligibility.
The Advertising Standards Authority has banned adverts from both Aira and EDF Energy for failing to clearly communicate installation costs and eligibility criteria for government funding.
Last week, Octopus Energy had an ad banned by the ASA for misleading consumers into believing heat pumps could be installed for as low as £500.
Aira defended their advertisement by stating it was targeted specifically at homeowners in England and Scotland eligible for a £7,500 government grant for heat pump installation.
EDF Energy argued that their ad did not mislead consumers, asserting that the phrasing used should not be interpreted as suggesting automatic eligibility for grants.
#advertising-standards-authority #heat-pumps #misleading-ads #government-funding #consumer-protection
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