UK Regulator ASA Challenges ‘Up To’ Savings Claims In Advertisements

The Advertising Standards Authority (ASA) issued rulings against advertisements by British Gas, Centrica Hive, and Wild Nutrition, stating that certain “up to” savings claims did not meet requirements under the advertising code.

The regulator said companies must show that the maximum savings mentioned in promotions can be achieved by a share of consumers. It added that advertisers must hold evidence to support such claims before publishing them. In one case, the ASA reviewed a paid advertisement on Facebook by British Gas promoting heat pumps with a claim that consumers could save up to 546 pound. The regulator said the company did not provide evidence that a share of consumers could reach that level of savings. The ASA also reviewed an advertisement by Centrica Hive stating that solar panels could reduce electricity bills by up to 94%.

The regulator said advertisers must present conditions and calculations used to support such claims.