Dimplex has welcomed a ruling from the Advertising Standards
Authority (ASA) which has banned an electric heating manufacturer
from using unsubstantiated and misleading claims related to energy
efficiency end emissions.
The full ASA ruling can be viewed online at www.asa.org.uk/ASA-action/Adjudications/2011/1/Rointe/TF_ADJ
_49624.aspx.
The adjudication followed an investigation into an advert and
brochure produced by the Spanish manufacturer, Rointe, after
receiving complaints from the trade and members of the public.
The ASA’s ruling said that claims including ‘60 percent energy
saving’ and ‘100 percent green energy’ were found to be misleading
and unsubstantiated, and must be removed from all future
advertising. The manufacturer was also told to remove various
references to explosions and safety in relation to gas appliances as
they were likely to cause undue fear.
Chris Stammers, marketing director for trade and independents at
Dimplex, comments: “This is really good news for consumers, heating
specifiers and responsible manufacturers, and we welcome the ASA’s
intervention.
“For some time there have been damaging misrepresentations of
conventional and established electric heating products in the media
from various sources, targeting vulnerable people who can least
afford to make a mistake when selecting the right heating system for
their needs. As these unsubstantiated claims are stopped, people
will once again be able to make a purchase decision based on fact,
not fiction.”
The truth is that the heaters which have been the subject of these
unsubstantiated efficiency claims can never compete on a
like-for-like basis on running costs with storage heaters, which
take in energy during the cheaper off-peak period. The electric
radiators offered will cost exactly the same to run as any other
panel heater of the same rating that has an accurate thermostat.
Chris Stammers continues: “We believe these manufacturers have been
practicing the type of short-termism that can only damage the wider
industry. The premium-priced products featured in the misleading
advertising have doubtless created some healthy profits, but
customer complaints are inevitable when the promised efficiencies
don’t materialise and consumers realise they could have bought an
identically performing product for a fraction of the price.”
From 1 March 2011, the ASA will have additional powers to regulate
online advertising, which means consumers will also be protected
from misleading claims featured on a company’s website.
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