Background
Misleading Advertising: Prime Star Shop Ltd t/a Branshaws breaks the UK advertising rules by making misleading and unsubstantiated claims about its Handy Heater 400 product, on its website, https://www.branshaws.co.uk/
The CAP Compliance team has been taking market-wide action about the advertising of electric plug-in mini heaters. As part of this work we published our Enforcement Notice: Electric Plug-In Mini Heaters in March 2023.
The Enforcement Notice provides guidance about the advertising of these products, and sets out the following broad principles:
- Do not state or imply that electric plug-in heaters are an economical alternative to central heating.
- Do not claim, directly or indirectly, that electric plug-in heaters are an efficient alternative to other heating methods.
- Do not exaggerate the capability or performance of the product,
The following references on the Prime Star Shop Ltd website breach the Enforcement Notice because they suggest that the Handy Heater 400 is a viable alternative to central heating and an economical way of heating a home:
- “Stay warm & toasty without expensive heating bills with the new portable Handy Heater 400!”
- “Push the button to warmth and savings”
- The Handy Heater 400 promises to keep you comfortable, while saving you money”.
Further, the following reference on the website breaks the UK advertising rules because it has not been substantiated and is therefore likely to mislead:
“With fuel bills expected to increase by 54% this year, this compact, money-saving gadget is a must for every home!”
The CAP Compliance team contacted Prime Star Shop Ltd but, in the absence of an assurance to amend their website, took the decision on 17 February 2025 to place their company details on this section of the ASA website. These details shall remain in place until such time as Prime Star Shop Ltd has appropriately amended https://www.branshaws.co.uk/ to comply with the CAP Code.
