Ad description
A circular promoting "Options by Renewable Solutions" stated "Now everyone can benefit from lower energy bills!". Under the heading "Heat Pumps", text stated "Provide heating and hot water. Operate at 300-400% efficiency. Save £££'s against traditional oil/LPG boilers. Proven to work with radiators ... up to 400% efficient".
Issue
One complainant challenged whether the advertiser could substantiate the claims "Operate at 300-400% efficiency" and "up to 400% efficient".
Response
Renewable Solutions UK Ltd said the quotation on efficiency was referenced in the Government Guidance (MCS) MIS3005 on Seasonal Performance Factoring and provided the Heat Emitter Guidance Document. They referred to a graph which they stated showed that the COP efficiency of Air Source Heat Pumps was 3.6 (360% efficient) and Ground Source Heat Pumps had a COP of 4.3 (430% efficient).
Assessment
Upheld
The ASA understood that the Heat Emitter Guidance Document graph showed that ground source heat pumps rated "4.3" and air source heat pumps rated "3.6" were considered to have a Temperature Star Rating of six, which was the maximum efficiency rating. We noted, however, that we had not seen any evidence showing that that rating was representative of the advertisers' heat pumps. We further considered that consumers would understand that the efficiency claims "Operate at 300-400% efficiency" and "up to 400% efficient" were a comparison with traditional oil/LPG boilers. We noted that the documentation provided in support of the claim provided very general information about the efficiency of ground-source heat pumps and air-source heat pumps, but also understood that the comparative efficiency improvements would vary depending on a range of circumstances, such as room size, radiator size and existing radiator output. We noted we had not seen comparative evidence showing that the efficiency saving claims had taken account of a representative range of relevant circumstances.
Because we had not seen sufficient evidence to support the claims "Operate at 300-400% efficiency" and "up to 400% efficient", in comparison with traditional oil/LPG boilers, we concluded the ad was likely to mislead.
The claims breached CAP Code (Edition 12) rules 3.1 3.1 Marketing communications must not materially mislead or be likely to do so. (Misleading advertising), 3.7 3.7 Before distributing or submitting a marketing communication for publication, marketers must hold documentary evidence to prove claims that consumers are likely to regard as objective and that are capable of objective substantiation. The ASA may regard claims as misleading in the absence of adequate substantiation. (Substantiation) and 3.11 3.11 Marketing communications must not mislead consumers by exaggerating the capability or performance of a product. (Exaggeration).
Action
The ad must not appear again in its current form.
