Two ‘misleading’ heat pump adverts banned by UK watchdog

Wed, 06 Aug 2025

ASA says online ads from Aira and EDF Energy omitted key facts about eligibility for government grants

Two more “misleading” adverts promoting heat pumps have been banned by the UK’s advertising watchdog.

A week after the Advertising Standards Authority banned an Octopus Energy ad that claimed consumers could have a heat pump installed for as little as £500, it has taken action against adverts from the home heating supplier Aira and from EDF Energy.