UK watchdog bans heat pump adverts over funding small print

• The UK's Advertising Standards Authority (ASA) has banned heat pump advertisements from Aira and EDF Energy.
• The ads were found to be misleading as they failed to include crucial information regarding the eligibility criteria for government funding.
• Both Aira's Meta ad and EDF Energy's Google ad prominently mentioned a £7,500 grant without making it clear that the funding was subject to conditions.
• The ASA concluded that the omission of this material information was likely to mislead consumers, implying automatic eligibility for the grant.
• This decision follows a similar ban last week on an Octopus Energy ad, with the ASA now requiring all future heat pump ads to clearly state grant eligibility and any included government funding.

IN FULL

Two more ads banned over ‘misleading’ government funding claim