Advertising watchdog cracks down on false low-carbon claims

The Advertising Standards Authority (ASA) is cracking down on microgeneration companies that make false marketing claims, reports Business Green and Utility Week.

A leading heat pump installer, Danfoss Heat Pumps UK, has been instructed by the ASA to retract statements on its website that claimed its technology was inherently cost effective and offered "considerable savings" on energy bills compared with conventional systems.

A solar supplier, Everest, has also been told to take down "misleading" claims on cost savings following a complaint to the ASA.

The Energy Saving Trust has called for manufacturers and installers of microgeneration technologies to improve efforts to build consumer confidence in the fledgling market.

Read more on this story at Business Green and Utility Week.