Background
This Ruling forms part of a wider piece of work on ads for mini-coolers. The ad was identified for investigation following intelligence gathered by our Active Ad Monitoring system, which uses AI to proactively search for online ads that might break the rules. See also related rulings published on 26 November 2025.
Ad description
A paid-for online display ad for BrizaAC, seen on 16 June 2025, featured an image of a portable fan being placed on a wall. Text stated, “Cool Any Room in Seconds. Plug in, power on, chill fast. Can this tiny cooler deliver?”.
Issue
The ASA challenged whether the claim that the product could cool down any room in seconds was misleading.
Response
Ecom7 Ltd t/a BrizaAC said that they were responsible for the product, but that they did not manage or operate the advertising campaigns for the product. They said they had contacted the individuals responsible for the advertising campaign, and understood that the campaign was inactive and would not be used again.
Assessment
Upheld
The ad stated that the product could “Cool Any Room in Seconds” and could “chill fast”. The ASA considered that consumers would interpret those claims to mean that BrizaAC’s mini cooler could rapidly cool any typical room in a house.
Ecom7 Ltd provided no evidence that their product was effective at cooling rooms in “seconds”. We understood that it was highly unlikely that a small portable electric fan cooler would be a viable source of efficient cooling for most rooms.
Although a third party was responsible for creating the ad, Ecom7 had responsibility for ensuring their ads complied with the CAP Code. Because we had not seen evidence to substantiate the claims made in the ad, we concluded that the claims had not been substantiated and that the ad was misleading.
The ad breached CAP Code (Edition 12) rules 3.1 (Misleading advertising), 3.7 (Substantiation) and 3.11 (Exaggeration).
Action
The ad must not appear again the current form. We told Ecom7 Ltd t/a BrizaAC not to mislead by exaggerating the effectiveness of the product. Specifically, we told BrizaAC not to repeat the claim that their products “Cool Any Room in Seconds”.
