Dimplex welcomes ruling on misleading advertising

Published:  09 February, 2011

UK: 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 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% energy saving’ and ‘100% 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.”

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.

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