ASA Adjudication on Rockwool Insulation Ltd

Ad

A brochure promoted a range of dual density roofing boards and was headed "Hardrock Dual Density Range". The body copy stated "The Hardrock Dual Density range of roofing boards are manufactured using Rockwool's unique dual density technology ... ". At the bottom of the page, text under the heading "High Performance Insulation" stated "Fire resistance up to 2 hours (see page 4 for details) ... Tested and assessed by BRE/LPC - Listed as LPCB approved product - LPS 1181: Part 1 Grade EXT-A rated constructions ... ". Page 4 was headed "Fire Performance". Under the heading "LPCB Approvals", text stated "Roofing constructions incorporating Hardrock Dual Density roofing boards have achieved the highest possible classification to LPS 1181:Part1 (i.e.EXT-A). This was accomplished by successfully taking and passing the part 1 test for reaction to Fire and the more onerous LPS 1208 Resistance to Fire test. Rockwell roofing boards are the only insulation product to have achieved this classification with respect to built up warm flat roofing constructions ... ". A table listed the approvals for the LPCB certificates under the headings "Product, Thickness, Fire Resistance, Grade and LPCB Ref No." Text at the bottom of the page stated "Extra minutes gained by Rockwool products will save lives and property".

Issue

Kingspan Insulation challenged whether:

1. the claims relating to LPCB approval on the front cover were misleading because it was not clear which products they referred to, and

2. the claims relating to LPCB approval on page 4 were misleading because they did not state which type of construction had been tested.

CAP Code (Edition 11)

Response

1. Rockwool Insulation Ltd (Rockwool) said the wording of the claims on the front page was clear and unambiguous and stated "Fire resistance up to 2 hours (see page 4 for details)".  They pointed out that the table on page 4 stated clearly which products the claims related to and the relevant fire resistance in terms of insulation and integrity for varying thicknesses of Hardrock dual density (tissue faced) and SPA roofing boards. In all cases, the LPCB Reference Numbers were clearly stated. They said that if the reader was in any doubt they were invited to contact Rockwool or search for Rockwool products on the LPCB website (an industry recognised listing of independently certified products or company services) where full details of the certifications could be obtained.

2. Rockwool said the LPCB approved Rockwool roofing systems described on page 4 were used for fire protection purposes. The user would therefore be a professional who would understand the degree of detail needed to install such systems. The systems were described in sufficient detail to enable the reader to assess whether the principal features of the Rockwool systems met their overall requirements and to understand that further detailed information was available from Rockwool or from the LPCB Red Book Live.

They said the diagram of the built-up flat roofing construction on page 4 showed the basic elements of the LPCB approved constructions that were referred to in Table 1 and underneath the diagram. They said the client was provided with the relevant link to www.redbooklive.com, the LPCB references and the telephone number for Rockwool Customer Services if they had any queries relating to the types of constructions tested and certified.

Assessment

1. Not upheld

The ASA noted page 1 stated "Fire resistance up to 2 hours (see page 4 for details)", and that the table on page 4 stated clearly to which products the LPCB claims related. We considered the signpost to page 4 combined with the table made clear which products had LPCB approval. We therefore concluded page 1 was not misleading.

On this point we investigated the ad under CAP Code clauses 3.1 (Substantiation), 7.1 (Truthfulness) but did not find it in breach.

2. Not upheld

The ASA noted that the majority of clients who requested or downloaded the brochure were likely to have an understanding of the relevant industry approvals and would understand the necessity of checking the specifications of the products listed with the details contained in the LPCB Red Book Live or with Rockwool customer services.  We noted the LPCB Red Book Live web address and their customer services number were set out clearly on page 4. We did not, therefore, consider the brochure needed to state the type of construction that had been tested and concluded page 4 was not misleading.

On this point we investigated the ad under CAP Code clauses 3.1 (Substantiation), 7.1 (Truthfulness) but did not find it in breach.

Action

No further action necessary.

Adjudication of the ASA Council (Non-broadcast)