Overview

• The Advertising Standards Authority ruled that Aira and EDF Energy ads omitted material information about eligibility for the £7,500 government heat pump grant and gave the false impression that funding was automatic.
• Both Aira and EDF accepted the ASA decisions and have revised their marketing materials to include clear eligibility criteria.
• This action follows last week’s ASA ban on an Octopus Energy advert that promoted heat pump installations “from £500” without disclosing associated grant conditions.
• The watchdog employs AI-driven monitoring to identify misleading green technology promotions as part of a broader consumer-protection initiative.
• Under the UK’s Boiler Upgrade Scheme, the government aims for 600,000 annual heat pump installations by 2028, yet fewer than 100,000 were fitted in 2024, highlighting slow uptake.