Four adverts for electric heaters have been banned by the Advertising Standards Authority (ASA) for misleadingly suggesting that they provide cheaper heating than gas.
All four adverts – for firms InstaHeat, Keilini, Heater Pro and Heater Pro X – used images of the same heater and all suggested that their products were a cheaper alternative to gas central heating.
“It’s not surprising this winter energy bills for an average household could hit £3,000. In these difficult times, people need a cheaper way to stay warm. This new type of ceramic heater has an incredible efficiency,” the ad for the Keilini heater said.
“Almost no energy is wasted. This is not only good for the environment, but also good for your wallet. It heats every area in your room in just 60 seconds. No other comparable heating device is as efficient.”
The ASA has said that it is “concerned” by the companies’ lack of response to the regulator’s enquiries and “apparent disregard” for the Committee of Advertising (CAP) code.
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The advertising watchdog sought advice from the Energy Saving Trust which confirmed that “gas was currently cheaper than electricity”.
“The ads must not appear again in their current form,” the ASA added. “We told the companies not to state or imply that their mini heaters provide a viable alternative to central heating or that it provides economical or cheap heating.”
A spokesperson for the advertising regulator concluded: “As lots of us are struggling with the cost-of-living crisis, we’re keenly aware that many consumers are worried about paying their bills. During the winter, that’s especially true for heating. It’s important that advertisers are particularly sensitive to this moment in time, when people are looking for ways to cut back and save money.”
