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PRESS RELEASES
06 October 2004
Phoenix fall foul of Advertising Standards Authori
The Advertising Standards Authority has upheld a complaint from the Northern Ireland Oil Federation regarding statements made in a recent Phoenix Gas direct mail advertising campaign aimed at encouraging consumers to switch to natural gas. The mail shot to residents within the Greater Belfast area claimed that consumers could save up to 40% on current home heating costs by installing a Phoenix high efficiency condensing system, which the company claimed enabled two out of three of its customers to heat their homes for less than £1 a day. Investigating these claims on behalf of the complainant, the advertising watchdog found that figures quoting annual home heating bills of less than £365 were based on 64% of a survey sample of 14,000 Phoenix customers – not their entire customer base as was implied. The NIOF also objected to small print within the advertising copy asserting “Up to 40% saving with a Phoenix condensing system” quoting the Energy Saving Trust as its source. As the company does not install central heating systems in Northern Ireland, this statement, in the Authority’s opinion, could lead readers to infer “that the advertisers were responsible not only for supplying the gas but also for installing the boilers in people’s homes”. Concluding that the mailing was “at best ambiguous and, at worst, misleading”, the ASA requested that these claims be removed and has directed the company to consult the appropriate sources before advertising again. Commenting on the ASA’s ruling, David Blevings of the Northern Ireland Oil Federation said: -“We fully recognise and accept that consumer choice is absolutely essential within a free market economy, however, we will not stand idly by and watch Phoenix Gas manipulate facts in an effort to convince existing oil users to switch to natural gas. Our concern is to ensure that consumers are given accurate, timely and, above all, relevant information that will enable them to make informed choices regarding all types of energy available to them. We are delighted, therefore, to have had our complaint upheld by the ASA which, we are sure, will lead to greater clarity in such matters in the future.” Ends