Ad description
A press ad for solar panels in the Press and Journal, which appeared in November 2013, stated "Heat and Eat this winter ... With ever increasing fuel bills there is no other reason to start saving so you're not starving". A list headed "Guarantees if you DO install", stated "Reductions in electricity bills, Government backed income for 20 years, The more energy prices increase the more you'll save". A list headed "Guarantees if you DON'T install" stated "The prospect of ever increasing electricity bills, Paying more electricity and having less for other essentials, Frustration about being able to do nothing about energy companies increasing their costs". The ad featured a shopping trolley full of goods and stated "Have more of this". Text continued "for a hassle free simple explanation as to why solar panels are good for your food" and provided the advertisers' contact details.
Issue
The complainant challenged whether the ad was irresponsible because it encouraged vulnerable and elderly people to purchase an expensive product by guaranteeing a reduction in electricity bills and additional money for food bills within an unrealistic timescale.
Response
Inverness Glass Company Ltd, t/a Cairngorm Solar Panels said the ad made reference to a direct quote from former Prime Minister John Major, who had stated that he was concerned after the last round of electricity increases and feared many people would have to "eat or heat" this winter. They stated the quote had been widely reported in the press at that time.
The advertisers understood that the complainant believed that if consumers could afford the capital cost of the panels, then their means were not limited and also believed that the older a consumer was, the less likely that they would ever recoup the capital cost. The advertisers believed that those consumers who chose to purchase the product did so because they considered that they would generate more income from panels on a roof than, for example, by saving in an ISA. They stated that they had customers of all ages and said the ad did not expressly state that an older person would be able to recoup the capital cost. They provided an article which referred to research on solar arrays and an e-mail from a customer which stated that they had achieved a mains reduction of 43%. They added that the Energy and Climate Change Minister Greg Barker, was recently interviewed by the Daily Telegraph and stated "Solar is a really attractive financial proposition. You get a guaranteed tariff for 20 years and if your panel is well-sited, it could yield 8% or more. That is more than an annuity, particularly if you are in your 50s or early 60s".
They said that the ad did not refer to a timescale or state how much consumers would save. The ad stated that there would be a reduction in electricity bills and they said that process would begin on the same day that the panels were installed. They added that the ad stated "government income for 20 years" which was a statement of fact and that the claim "the more energy prices increase the more you will save" was by definition true. They stated that, although everyone benefitted from having solar, many older customers on fixed incomes stated they were particularly concerned because most electricity suppliers had just increased prices by 10%, whilst most savings schemes offered less than 2%.
The Press and Journal stated the issue of energy bills had been the source of many TV and news articles and it was clear that difficult decisions had to be made when people were planning their future outlays. They considered the ad highlighted the possibility of reducing energy bills and receiving a government-backed return for those who wished to invest in solar panels. They stated that the ad was simply an encouragement for readers to consider the benefits of solar panels and to contact the advertisers to discuss the potential benefits and was a viable and sensible opportunity for readers to do so.
Assessment
Not upheld
The ASA noted that the ad provided readers with general information about the benefits of solar panels and invited readers to contact the advertisers to find out more. Although we considered the ad was not solely addressed to elderly people, we noted that it featured an older person and referred to winter heating, an issue which was often associated with the elderly, and therefore considered it was primarily addressed to older people.
We noted that the ad made a number of references to consumers being able to use potential savings to buy food, such as "Heat and Eat this winter" or "start saving so you're not starving" and considered that approach was intended to highlight that savings could be obtained by installing the product, which could then allow household budgets to be spent differently. Whilst we noted that some readers might find the approach used distasteful, as it referred to households who faced difficult budgetary decisions and might be struggling to purchase essentials, we considered that the ad's main message was to set out the benefits of the product. Moreover, we did not consider that the language used was so alarmist that it would be likely to cause fear or distress amongst readers that they would not be able to afford to eat if they did not purchase the product.
Although we understood that recouping capital costs after investing in solar panels was likely to be a longer-term process, we noted that the ad invited readers to consider whether they wished to take up the product and considered consumers could therefore determine whether the product was appropriate for their own particular circumstances after further consultation.
Although we acknowledged that some readers were likely to find the approach in the ad distasteful, we concluded that it was not irresponsible.
We investigated the ad under CAP Code (Edition 12) rules 1.3 1.3 Marketing communications must be prepared with a sense of responsibility to consumers and to society. (Responsible advertising), but did not find it in breach.
Action
No further action necessary.
