Advertisment
Radio advertising for UrbanVolt featuring a male voiceover referred to the following:
“Did you know that Solar technology no longer requires sunlight, just daylight, making it the most reliable form of clean energy. This winter UrbanVolt’s Irish customers got 40% of their electricity from our solar panels. We fit the panels at absolutely no cost to your business. You just pay for the energy produced on your roof as you use it. Why buy the panels when all you really want is the power. Seems like a no brainer. That’s because it is. Visit UrbanVolt.com and turn your business onto the power of solar. UrbanVolt, solar made easy”.
Complaint
The complainant challenged the claim that solar energy was “The most reliable form of clean energy”. They cited the US Department of Energy who said that solar energy had a lower capacity factor than wind, hydro, geothermal and nuclear. It was, therefore, not the most reliable form of clean energy, and the claim made in the advertisement was misleading.
Response
The advertisers said that first and foremost they wished to emphasise their commitment to complying with all advertising standards and regulations and they took their responsibilities in this regard very seriously.
The advertisers said that while the complainant had cited data provided by the US Department of Energy, their advertisement had aired on Irish radio and was in reference to Irish Statistics. Their claim was based off the fact that wind turbines could not guarantee a specific output of energy and were dependent on wind speeds which could vary. They referenced an article published by an Irish newspaper which said that “Lower wind speeds reduced the amount of electricity that could be generated by wind farms, and this consequently resulted in more electricity being guaranteed by power plants”.
The advertisers went on to say that the production of nuclear power was banned in Ireland in 1999 and was therefore no longer relevant and as hydro power was geographically dependent and required a large amount of space, this was not an option for everyone. They said solar panels were, however, an option for every business with a suitable roof.
In conclusion they said to avoid any further confusion, they would be happy to amend the claim in their advertising to ‘one of the most reliable forms of clean energy.
Further Information:
The Executive advised the advertisers that if amending the claim to “One of the most reliable forms of clean energy”, this would also constitute a superlative claim under the Code which would require substantiation and they would need to be able to outline the other most reliable forms of clean energy that formed part of the claim.
Conclusion
Complaint upheld
The Complaints Committee considered the detail of the complaint and the advertisers’ response.
Notwithstanding the commentary about information from the US Department of Energy, the Complaints Committee noted that substantiation for the claim made in the advertisement, that solar powers was the “most reliable form of clean energy” had not been submitted.” They advised that the contents of a newspaper article was not in of itself substantiation for the purposes of the Code.
In the circumstances the Committee concluded that as the claim in the advertising had not been substantiated, it had the potential to mislead and was in breach of Sections 4.1, 4.4, 4.9, 4.10, 15.2 and 15.5 of the Code.
