Green energy advertising reminder by ASA

The ASA issued a reminder to green‑home advertisers to make sure their prices and savings claims match what consumers will genuinely experience. Headline prices need to reflect what most people will actually pay, and visuals or examples can’t imply a system or outcome that the evidence doesn’t support. 

Savings claims are the biggest pressure point. Bold promises like large bill reductions or dramatic percentage cuts must be backed by solid data showing that a meaningful number of customers can realistically achieve them. If a claim only applies under specific conditions, those conditions must be made clear. 

Overall, the ASA wants advertisers to build claims from evidence and not stretch evidence to fit eye‑catching marketing. Clear qualifications, transparent comparisons, and realistic expectations are essential to avoid misleading consumers.