Recent changes in the law have made plug-in solar panels a reality for UK consumers. Their lower upfront cost, availability and simpler installation process are likely to make them an increasingly attractive option for households looking to reduce their carbon footprint and energy bills.
While the technology may be new to the UK market, the advertising principles that apply to plug-in solar, recently applied to other products in the greener homes sector, are not. As uptake grows, marketers should ensure their claims are built on evidence, clearly qualified where necessary, and give consumers an accurate picture of the likely benefits.
Price claims must reflect reality
One of the attractions of plug-in solar panels is their relatively low entry cost compared with traditional roof-mounted systems. Nevertheless, advertisers should ensure that headline prices give consumers a realistic indication of what they can expect to pay.
If a price only applies in certain circumstances, or if unavoidable charges apply, that information should be made clear when the price is first stated. Consumers should not need to work through a series of assumptions or conditions to understand the true cost. While advertisers may be able to show that solar panel packages were sold at or below a stated price, they should make clear where pricing depends on a consumer’s individual circumstances, or where a discount from a funding scheme has already been factored into the quoted cost.
Advertisers should also ensure consistency between pricing claims and the products depicted in the ad.
Saving money? Make the maths add up
For many consumers, the primary appeal of plug-in solar panels will be the potential to reduce electricity bills. Unsurprisingly, advertisers may be tempted to lead with strong savings claims.
When using “up to” savings claims, advertisers will need evidence demonstrating that a significant proportion of consumers can achieve the maximum claimed benefit. What constitutes a significant proportion will depend on the specific claim and the context in which it’s been used, but the key is not to overstate likely outcomes.
General, unqualified statements such as "save up to £546", "shrink your electricity bills by up to 94%" or "save up to £1,341 in bills" are likely to require broader and higher-level evidence capable of supporting those savings across a wide range of customers. Consider the language that you’re using too – “drastically" reducing bills may imply a level of saving that the evidence does not support, while wider concepts such as "low-carbon homes" can influence how consumers understand associated savings claims.
Price statements shouldn’t mislead by omission, and the basis of any price comparisons should be made clear. Whether comparing against competitors, previous prices or alternative energy sources, consumers should be able to understand what is being compared, how the figures have been calculated, and any key assumptions or modelling that underpin them.
Grants, incentives and commercial intent
Where plug-in solar products are marketed alongside government incentives or funding schemes, all material information relevant to that funding should be included.
This will include eligibility criteria. Unqualified claims like“£7,500 grant available”, “Get A £7,500 Grant” or “INSULATION GRANT FUNDING AVAILABLE” will give the impression that consumers will be automatically eligible to receive that incentive, when in these cases that wasn’t actually true.
Similarly, marketers should be upfront about their commercial intent. That includes giving the impression that solar installations or funding can be obtained directly, when the principal purpose of an ad is actually to generate leads for third parties.
Straight-forward installation?
Who doesn’t love installing something in as few steps as possible? Clarity is key for consumers to make an informed choice to purchase plug-in solar, so any installation claims need to be clear, accurate and in line with regulatory standards.
The ASA has seen examples of ads for greener home products over-egging the ease of installation and the principles behind these types of rulings will apply to plug-in solar. Simplicity and accessibility will be a principal selling point – however, if any aspect of installation or use is conditional on regulatory requirements, network operator requirements, electrical work, or professional involvement, that information will need to be made clear. In a similar vein, accurately outlining the installation process in the context of regulatory standards is a must to ensure that consumers can use the product safely.
Think about any green claims
Remember that there are specific rules for environmental claims.
Very broad, unqualified claims that a product is “environmentally friendly”, “sustainable” or similar are likely to require evidence covering the product's full lifecycle, from manufacture through to disposal. Advertisers should also avoid exaggeration and ensure that environmental messaging is specific, clear and capable of substantiation.
For example, while it may be possible to make claims about generating renewable electricity or reducing reliance on grid electricity, broader claims suggesting that a product is wholly environmentally beneficial may require a much higher standard of evidence.
Plug-in with guidance
As this category changes and develops, the underlying advertising principles remain the same. Whether a solar panel is mounted on a roof or simply plugged into a socket, consumers need to be given a realistic picture of what they can expect in practice.
If you need any additional support on any non-broadcast ads, contact CAP’s Copy Advice team.
More on
-
Keep up to date
Sign up to our rulings, newsletters and emargoed access for Press. Subscribe now.
