ASA says ads for rapid‑cooling portable air conditioners are misleading

The Advertising Standards Authority (ASA) has ruled that several advertisements claiming that small, portable cooling devices can rapidly lower room temperatures are misleading and “too good to be true.” The ASA’s decision, issued after a review of complaints, found that the claims made by the manufacturers were not supported by evidence and that the devices’ performance was significantly lower than advertised. The authority noted that the promotional material implied a rapid, substantial drop in ambient temperature, whereas independent tests showed only modest cooling over extended periods.

In light of the ruling, the advertisers are required to amend or withdraw the offending claims and provide clearer, evidence‑based information about the devices’ capabilities. The ASA’s action underscores the regulator’s commitment to ensuring that consumer advertising remains accurate and not deceptive, particularly in the growing market for energy‑efficient home appliances.