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.
Summary of Council decision:
Four issues were investigated, all of which were Upheld.
Ad description
A paid-for YouTube ad for NuraBreeze seen on 2 June 2025. The video featured a voiceover which stated, “A brilliant uni student from London has revolutionized the air conditioning industry by designing a device that cools rooms instantly at a fraction of the cost […] they use 90% less energy than traditional air conditioning systems […] NuraBreeze can chill an entire room in minutes, giving you fresh, cool air for almost zero cost. It’s 98.7% cheaper than traditional air conditioners […] within seconds it’s cooling even the hottest room. Whether you’ve already got air conditioning or not, NuraBreeze is a much cheaper and equally effective alternative. It works perfectly in spaces up to 36 m2.”
Issue
The ASA challenged whether the following claims were misleading and could be substantiated:
- “a device that cools rooms instantly at a fraction of the cost”, “NuraBreeze can chill an entire room in minutes, giving you fresh, cool air for almost zero cost”, and “NuraBreeze is a much cheaper and equally effective alternative”.
- “they use 90% less energy than traditional air conditioning systems”.
- “It’s 98.7% cheaper than traditional air conditioners”.
- “It works perfectly in spaces up to 36m2”.
Response
UAB CommerceCore t/a NuraBreeze said they had removed the ad from YouTube.Assessment
1. Upheld
The ad stated that the product “cools rooms instantly at a fraction of the cost” and “can chill an entire room in minutes, giving you fresh, cool air for almost zero cost”. The ad further stated that “NuraBreeze is a much cheaper and equally effective alternative” to traditional air conditioning. The ASA considered that consumers would therefore interpret the ads as promoting a product that provided a viable alternative to other cooling systems, including air conditioning units, and that provided cooling more economically. We also considered that the ad presented the cooler as providing an economical source of cooling which could effectively cool a typical room in a short amount of time.
NuraBreeze provided no evidence that their product could supply the equivalent cooling capabilities of any other cooling system, including traditional air conditioning systems, at a cheaper price. They also produced no evidence that the cooler was effective at cooling “an entire room in minutes”. 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. We therefore concluded that the claims had not been substantiated and were misleading.
On that point, the ad breached CAP Code (Edition 12) rules 3.1 (Misleading advertising), 3.7 (Substantiation), 3.11 (Exaggeration) and 3.33 (Comparisons with identifiable competitors).
2., 3. & 4. Upheld
The CAP Code stated that, before distributing or submitting a marketing communication for publication, marketers must hold documentary evidence to prove claims that consumers were likely to regard as objective and that were capable of objective substantiation.
NuraBreeze provided no evidence to support the claims that the product used “90% less energy than traditional air conditioning systems”, was “98.7% cheaper than traditional air conditioners” or worked “perfectly in spaces up to 36m2”. We therefore concluded that the claims had not been substantiated and were likely to mislead.
On those points, the ad breached CAP Code (Edition 12) rules 3.1 (Misleading advertising) and 3.7 (Substantiation).
Action
The ad must not appear again in the current form. We told UAB CommerceCore t/a NuraBreeze not to mislead by exaggerating their product’s cooling abilities and cost effectiveness, and not to state or imply that their mini cooler products provided a viable and economical alternative to air conditioning. Specifically, we told NuraBreeze not to repeat the claims that their products “cools rooms instantly at a fraction of the cost”, “can chill an entire room in minutes, giving you fresh, cool air for almost zero cost”, and “is a much cheaper and equally effective alternative”, “use 90% less energy than traditional air conditioning systems”, “98.7% cheaper than traditional air conditioners”, “works perfectly in spaces up to 36 square metres”, or make similar unsubstantiated claims.
