A boiler service and sales company that works with landlords has amended its advertising after a member of the public complained that the firm’s online price list was misleading.
The ad appeared on the website of Manchester-based firm 24/7 Home Assist Ltd, which trades as 24/7 Home Rescue. It included a price list which stated “£4.49/month Free Boiler Service” and “£9.45 Free Boiler Service”.
As part of the ad, landlords were told that the service included a “30 Day Rolling Contract* No more frustrating home care experience, like fixed contracts, unreliable engineers, and hidden plan charges”.
The member of the public, who understood that the plan automatically changed to an annual contract after an annual service, which included an £144 cancellation charge, challenged whether the claims “30 Day Rolling Contract*” and no more fixed contracts” were misleading.
They also challenged whether the claims “Free Boiler Service” and that there were no more hidden plan charges were misleading.
The UK’s Advertising Standards Authority (ASA) code for advertisers says that: “Marketing communications must not mislead the consumer by omitting material information. They must not mislead by hiding material information or presenting it in an unclear, unintelligible, ambiguous or untimely manner.”
After being contacted by the ASA compliance team, 247 Home Assist agreed to amend the ad and assured the ASA that all future ads will include significant limitations and qualification.
On that basis, the case was resolved by the ASA without having to proceed to a full adjudication.
24/7 Home Rescue offers landlords and homeowners both a low-cost monthly boiler repair service and a ‘no up front cost’ boiler purchase and maintenance package.