So, here’s what happened and why I acted.

Last September a paid-for Facebook ad for Octopus Energy appeared on my phone, claiming heat pump “installs from £500”. It went on to claim a government grant would cover 90% of the cost of a new heat pump, without any caveats about eligibility for the Boiler Upgrade Scheme. Two months before this, the Competition and Markets Authority had issued guidance on what was allowed in promoting green heating and in my opinion the claims fell foul of these rules. So, I lodged a formal complaint.

I could, as many did, have turned a blind eye. Why consumer-focussed organisations did not complain I do not know. Green-tinged spectacles possibly? But suspecting they had breached the rules, I felt it time to stand up for the consumer and make clear that our industry in promoting green technologies, that are new or unfamiliar to many, should be careful about what claims are made. Misleading the public on green issues risks the whole net zero agenda; it is a serious public policy matter.

After nearly a year, the Advertising Standards Authority made public their findings – in summary “Two issues were investigated, both of which were Upheld.” Octopus Energy’s Facebook ad was found “likely to mislead” and they have been rebuked and warned about future content.

Their public response, I’m afraid to say, has been typical. Rather than “mea culpa,” we got this wrong and will do better – they attack EUA for being part of the “fossil fuel lobby,” when as you know, we advocate for the substitution of green gases to replace natural gas. The irony of Octopus selling “fossil fuel” to millions of consumers is not lost on me, perhaps time for others to point this out too.

Anyway, as we start a new week I will endeavour to keep my head down, not rock the boat or aim my slingshot at this energy Goliath.