Background
Misleading advertising- The Crimson Leviathan Ltd trading as HeatFlash break advertising rules for making misleading claims within an online advertorial and on the https://uk.curalise.com/products/heatflash website.
As per the Enforcement Notice, claims that state or imply electric plug-in mini heaters are an economical alternative to central heating are likely to be problematic. The ASA Council has ruled on ads making claims to save money on heating bills through the use of a miniheater versus traditional central heating. The ASA Council has also ruled on ads that state or imply that mini heaters are an efficient alternative to other heating methods.
Finally, the ASA Council has ruled on ads for mini heaters that exaggerate the capability or performance of their product. Advertisers must hold adequate and relevant substantiation with regards to claims about the performance of a mini heater. Neither CAP nor the ASA have seen substantiation for mini heaters outside of claims regarding the heating of the immediate space next to the heater. Claims about heating whole rooms or houses are likely to be non-compliant and must be adequately substantiated.
The CAP Compliance team contacted The Crimson Leviathan Ltd and in the absence of an assurance to amend its advertising, the CAP Compliance team took the decision on 16 December 2025 to place its company details on this section of the ASA website.
These details shall remain in place until such time as The Crimson Leviathan Ltd removes or appropriately amends the claims on within the advertorial https://uk.curalise.com/pages/gp-article-heatflash and https://uk.curalise.com/products/heatflash website.
