Two more ads banned over ‘misleading’ government funding claim
UK watchdog bans heat pump adverts over funding small print
- The UK's Advertising Standards Authority (ASA) has banned heat pump advertisements from Aira and EDF Energy.
- The ads were found to be misleading as they failed to include crucial information regarding the eligibility criteria for government funding.
- Both Aira's Meta ad and EDF Energy's Google ad prominently mentioned a £7,500 grant without making it clear that the funding was subject to conditions.
- The ASA concluded that the omission of this material information was likely to mislead consumers, implying automatic eligibility for the grant.
- This decision follows a similar ban last week on an Octopus Energy ad, with the ASA now requiring all future heat pump ads to clearly state grant eligibility and any included government funding.