Ad description
A brochure ad for a Radflek radiator reflector was headed "the most effective radiator reflector on the market". The ad showed a thermal image of a house with two windows, one labelled "without radflek" and the other labelled "with radflek". Text stated "Both windows have radiators on the wall below them. The right-hand window's radiator is fitted with Radflek, which has reduced heat loss through the wall by 45%. This can be seen by the more muted colour below that window compared with below the left-hand window".
Issue
LEAD: Linking Energy-efficiency Advice and Detection challenged whether the reductions in heat loss that the image suggested were misleading and exaggerated.
Response
Radflek supplied reports on the Radflek radiator shield from the British Board of Agrement (BBA) and the Building Research Establishment (BRE). They said their intention when using infra-red photography was to create a consumer-friendly visual aid that was easily understandable by their audience to demonstrate that a wall behind a radiator heated up and that that was wasted energy that added to household fuel bills, and that householders could see a difference by installing a Radflek radiator shield.
They said the infra-red image was not taken under scientific conditions and was not intended to be perceived as a scientific experiment. Because of that, they had not seen the need to include additional information such as a temperature gauge or the U-value of the wall.
Radflek said the photographs were taken under the guidance of a thermographer, who had then provided a simple report to them. They supplied details of the report.
Assessment
Not upheld
The ASA noted that the image appeared in a brochure alongside the specific claims "heat loss reduced by 45%" (in a diagram underneath the image) and "The right-hand window's radiator is fitted with Radflek, which has reduced heat loss through the wall by 45%" as well as alongside more general claims or information about the principle of how the Radflek radiator shield worked and how it was installed. These included "REDUCE HEAT LOSS FROM BEHIND YOUR RADIATOR - Save Money - Cut your heating bills - Quick & easy to fit - No DIY skills needed". We considered, therefore, that the image would be seen in the context of the "heat loss reduced by 45%" claim which, we understood was supported by the BBA and BRE reports.
Nevertheless, we considered readers would understand the image to be primarily a depiction of the principle behind the product, that it reflected heat away from the external wall back into the room. This, therefore, would reduce heat loss in comparison with a radiator against an external wall where a Radflek radiator shield was not fitted, and was not a claim about a specific amount of heat loss. We noted that the image showed a mostly green coloured wall, signifying relatively low heat loss, between each window, with a small patch of red, signifying greater heat loss, on part of the wall behind which a radiator without a Radflek radiator shield was fitted. We considered the image suggested less heat was absorbed by an external wall when a Radflek radiator shield was installed and did not have the effect of exaggerating the reduction in heat loss we understood could be achieved. Because of that, we concluded that it was unlikely to mislead.
We investigated the ad under CAP Code (Edition 12) rules 3.1 3.1 Marketing communications must not materially mislead or be likely to do so. (Misleading advertising) and 3.11 3.11 Marketing communications must not mislead consumers by exaggerating the capability or performance of a product. (Exaggeration), but did not find it in breach.
Action
No further action necessary.
