Advertisment
The advertisement appeared in a brochure accessible as a pdf online. It stated- “Over 20% of heat loss within the home occurs through old or outdated windows and doors, resulting in expensive home heating bills. Camden products are thermally efficient by design; by selecting Camden windows you could reduce your home heating bills by up to 40%.”
Complaint
The complainant believed the advertisement was misleading due to the claim that over 20% of heat loss in homes occurs through doors and windows. They believed that this figure was exaggerated and therefore the claim that a customer could reduce their hearing bills by 40% was misleading.
Response
The advertisers said that the claim in question related to double-glazed windows and that their claim would have been a typical one within their industry. They said that they conducted some general online research and noted a similar theme amongst window installers.
The advertisers said that they believed that at the time of publication of their claims that there was substantiation for them but that they could not now provide this. They said that they believed rather than attempting to substantiate these claims, amending the advertisement was an appropriate response to the complaint.
They said that they amended the complained about advertising to:
“A significant amount of heat loss can occur within the home through old or outdated windows and doors resulting in higher energy bills. Camden products are thermally efficient by design; by selecting Camden you could help reduce your home heating bills.”
They believed this to be suitable and sensible approach to dealing with the complaint.
FURTHER INFORMATION:
The SEAI (Sustainable Energy Authority for Ireland) advises on their website that 10% of a home’s heat could be lost through windows and doors .
Conclusion
Complaint Upheld.
The Complaints Committee considered the detail of the complaint and the advertiser’s response.
The Committee noted voluntary changes made to the published advertising claim.
The Committee also noted the further information sourced from the SEAI website that approximately 10% of a home’s heat could be lost through windows and doors.
Whilst appreciating the possibility there could be circumstances where heat loss may exceed 10%, the Committee noted that substantiation for the published claims had not been provided. In the circumstances, the Committee considered that the advertising was in breach of Section 4.1, 4.4, 4.9, and 4.10 of the Code.
ACTION REQUIRED:
No further action in relation to the advertising which was the subject of the complaint. The Complaints Committee told the advertisers that they should hold substantiation for any objective claims in their advertising, including those in their amended advertising.
