Anglian Windows Ltd have been cleared by the ASA (the Advertising Standards Agency) for some illustrations in a brochure, which a consumer felt was misleading.
Seems a consumer had linked the Energy-efficiency Advice contained in their brochure, with the images and challenged whether the impressions for the reduction in heat loss, were either misleading or exaggerated.
Having heard from Anglian who explained that their brochure
A brochure ad for Anglian Windows was headed “Get fit for winter with up to £3000 towards thermally efficient windows”. The ad showed two thermal images of a house, one headed “HEAT LOSS BEFORE SCRAPPAGE UPGRADE” and the other headed “HEAT LOSS AFTER SCRAPPAGE UPGRADE”.
Text stated “The thermal images above show a typical semi-detached house before and after being fitted with our energy saving windows. The intense red areas show serious heat loss. In the ‘after’ image you clearly see that once Anglian windows have been installed the red areas have reduced, showing vastly improved heat retention”.
The ASA noted that the images had been supplied as part of a report undertaken by a thermographer who had compared the amount of heat escaping from single glazed, wooden windows and Anglian Windows B-rated casement windows, and who we understood had found a reduction in the amount of heat that escaped through the B-rated windows.
They noted that the ad was headed “Get fit for winter with up to £3000 towards thermally efficient windows” and that the text referred to “a typical semi-detached house before and after being fitted with our energy saving windows”, “If your windows are heating the street like this” and “old inefficient windows”, all of which we considered came across as general comparisons between “old” and new, efficient windows from Anglian Windows, rather than specific comparisons which might have suggested that the images were making a claim about the magnitude of the effect that could be achieved.
They decided that in that context, readers would be unlikely to interpret the images as relating to a particular amount or scale of improvement. Because of that, they concluded that the ad was unlikely to mislead and that no further action was necessary.
It is very easy to criticise organisations then they fail to perform, so we thought this good news story was welcome and Anglian should be congratulated. Read the full article here.