Smart Energy GB has informally resolved a case regarding its advertising of smart meters with the Advertising Standards Authority (ASA).
Concerns were raised about an advertorial which was published in the Daily Telegraph in which it was claimed smart meters will be installed for “free”.
Following an informal intervention by the ASA, the national campaign for the smart meter rollout Smart Energy GB has agreed to reword its advertising.
The ASA found it was not acceptable for the meter to be offered as a free item for customers as the devices will be paid for through their energy bills meaning it is not technically free.
An ASA spokesperson said: “The use of the term ‘free’ in ads can sometimes cause confusion for consumers and should not be used unless something is a genuine free offer. It’s important consumers are not misled so, in this case, the advertiser agreed to amend their ad.
“We recommend that they use the term “at no extra cost” instead, because consumers will be paying for the smart meter in the same way that they already pay for their current meter, which means it is not technically ‘free’.”
Informal resolutions are a “very fast, efficient way of having an ad corrected” and do not constitute rulings.
A spokesperson for Smart Energy GB said: “As a responsible advertiser, we always want to be crystal clear with our advertising.
“Following concerns about an advertorial written by and published in the Daily Telegraph, we were very happy to take on board the ASA’s informal advice and ensure that consumers clearly understand the way in which their energy meters are reflected in their bills.”