Firm told not to advertise “everlasting” boilers

A building company was told to stop advertising “everlasting” boilers by the Advertising Standards Authority (ASA) this week. The regulator upheld a complaint that the advertising claim of South Yorkshire firm […]

Register now!

By Vicky Ellis

A building company was told to stop advertising “everlasting” boilers by the Advertising Standards Authority (ASA) this week.

The regulator upheld a complaint that the advertising claim of South Yorkshire firm A Shade Greener – which installs solar panels and efficient boilers – was misleading.

In its assessment the ASA said it thought references to everlasting boilers were “puffery” and “unlikely to be interpreted literally as ‘lasting forever’” but rather that they had exceptionally long life expectancy when compared with others.

However as the advert showed no proof the boilers were better, on top of the fact the boiler itself was not for sale but only an “everlasting” agreement to repair the boiler over a 14 year period, the ASA said the same ad must not be shown again in its current form.