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ARTICLE · 26 FEBRUARY 2025

EDF's Solar Panel Claim Disappears Behind A Cloud, With No Silver Lining

Global Advertising Lawyers Alliance (GALA)
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On 19th February 2025, the UK's Advertising Standards Authority (ASA) upheld seven complaints against EDF Energy regarding their radio ad for solar panels and batteries.

United KingdomEnergy and Natural Resources
Brinsley Dresden (Lewis Silkin LLP)
Brinsley Dresden (Lewis Silkin LLP)
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On 19th February 2025, the UK's Advertising Standards Authority (ASA) upheld seven complaints against EDF Energy regarding their radio ad for solar panels and batteries. The ad, which aired on 7th September 2024, boldly claimed, "Your electricity bill could be nil. Yep, nothing. Because when you install solar panels and a battery with EDF, you don't just get electricity when it's sunny, you can store it for a rainy day too." This statement suggested that consumers could achieve zero electricity bills by using EDF's solar panels and battery storage system. However, the ASA found the claim to be misleading, leading to a significant ruling against EDF and continuing the trend for a very strict interpretation of environmental claims by the advertising regulator.

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