Overview

• The ASA ruled that only 5.8% of Octopus’s heat pump installs met the £500 price when the ad ran, falling below the 10% threshold required by CMA guidance for ‘from’ claims.
• The regulator found the advert failed to state that the £500 cost depended on meeting eligibility criteria for the Boiler Upgrade Scheme grant.
• Octopus has been ordered not to reuse the ad in its current form and must ensure any future ‘from’ price promotions are backed by robust evidence and full disclosure.
• Octopus Energy disputes the decision, citing data that 13.9% of its customers paid £500 or less and survey results indicating consumer understanding of the grant-funded price.
• Octopus plans to report British Gas to the ASA for allegedly running similar ‘from £500’ heat pump cost claims without sufficient substantiation.