Know what you want? Try our 'Supplier Directory' 

Dimplex welcomes ruling on misleading advertising for heaters

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 and emissions.
Dimplex welcomes ruling on misleading advertising for heaters
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 per cent energy saving' and '100 per cent 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, said: '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.'
Mr Stammers continued: '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.
The full ASA ruling can be viewed online at www.asa.org.uk/ASA-action/Adjudications/2011/1/Rointe/TF_ADJ_49624.aspx
14 February 2011

Comments

Already Registered?
Login
Not Yet Registered?
Register

£75m deployed to scale city-wide heat network in Bradford

1Energy, the low-carbon city heat network developer, has secured £75m of investment and three anchor customers for its heat pump-powered network in Bradford. With the support of its key partners – the University of Bradford, Bradford College, and ...

  05-Dec-2024

CIBSE approved CPD from Ideal Heating Commercial explains heat pump refrigerant types

Ideal Heating Commercial has released a new CIBSE approved CPD: Understanding refrigerants & how they affect the choice of commercial heat pumps. It addresses both synthetic and natural refrigerants, and provides valuable advice for customers ...

  05-Dec-2024

STOKVIS R600

CONDENSING ULTRA LOW NOx PREMIX COMMERCIAL BOILER
  10-Jan-2019
Heating & Ventilating Review is the number one magazine in the HVAR industry. Don’t miss out, subscribe today!
Subcribe to HVR

Diary