31 July 2025
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The Advertising Standards Authority (ASA) received two complaints about Octopus Energy Ltd’s advertising for heat pump installations, including one from Energy and Utilities Alliance (EUA). After investigation, both complaints were upheld.
Mike Foster, Chief Executive at EUA reacted by saying: “Consumers should not be misled into buying a product or choosing a supplier and this is especially relevant with new technologies or ones that they are not familiar with such as heat pumps.
“As an industry, we should not make misleading claims because it is part of the wider green agenda. Doing so is just counterproductive. Just last year, the Competition and Markets Authority gave very clear guidance with this regard.
“It doesn’t matter how big a company you are; the rules apply to everyone. Indeed, larger companies should be taking the lead in behaving properly. EUA, as an organisation committed to net zero, raised two complaints, both of which were upheld. David has tackled Goliath, in that our small not-for-profit organisation has held the UK’s largest energy supplier to account.”
https://eua.org.uk/
