Misleading Advertising: Barry Pearson t/a & breaks the UK Ad Rules by misleadingly presenting his websites as independent comparison sites.


The ASA investigated the websites and in relation to concerns that their websites appeared as independent comparison sites. The ads stated “Electric heating comparison site”, “Compare Heaters helps you to make the right decision”, “Compare electric storage heaters and make the best choice for your home”. “ compares four popular heating brands on the UK market” and " was formed to help the British public choose which electric heater brand is best for their home”.

Both websites were likely to give a consumer the impression they were being given impartial and independent comparisons between electric heating companies. The ASA found there were a large number of UK electric heating companies and both and were comparing just four UK heating companies. The ASA also found the commercial intent of both websites unclear. They understood that the four companies featured in the comparison had paid to be featured on their websites.

The CAP Compliance team contacted Barry Pearson t/a & but, in the absence of an assurance to amend the websites to comply with the Code, took the decision on 20 March 2018 to place their company details on this section of the ASA website. These details shall remain in place until such time as Barry Pearson t/a & has amended the websites to ensure compliance with the CAP Code.

View ruling

More on