The female voiceover in the advertisement referred to the following:
“My home was not a happy one last winter. Freezing cold, draughty and as for my heating bills. So I called Envirobead on 022 …. Not only did they organise the Government better homes energy grant for me, my home was insulated top to bottom, cleanly, reliably and fast. Plus, my heating bills have decreased by €500. Now I’m ready for whatever winter throws at me knowing that my home has been insulated by Envirobead. See envirobead.com or call 022…”
The complainant considered the advertising to be inaccurate and misleading. He queried how the reduction in home heating costs by €500 in 12 months could be quantified and verified by the advertiser.
The advertisers said that they could easily quantify the €500 savings on a house of a certain size, but they considered that the complainant would not be satisfied with this. They offered to remove the mention of the €500 savings from their advertisement and replace it with a more general reference to the ability to make savings without specifying an amount.
The Complaints Committee considered the detail of the complaint and the advertisers’ response. The reminded the advertisers that there was an onus on them to be able to provide substantiation for any claims made by them in their advertising. In view of the fact that the advertisers had not provided substantiation for the claim that consumers could save €500 on their heating bills, the Committee upheld the complaint under Sections 2.9,2.22, 2.24 and of the Code.