Calling your company ‘Energy Watchdog’ does not make you a consumer champion, the Advertising Standards Authority has told a company of that name, upholding a complaint about its advertising.

It said that consumers visiting the company’s website, which describes renewable energy and energy saving technologies, consumers would understand the name to mean it was a form of regulator or a consumer champion working within the energy sector. Because Energy Watchdog is a commercial business selling heating systems, the ad was misleading.

Upholding the complaint, the ASA said it was concerned by Energy Watchdog’s lack of response and apparent disregard for the Code. It upheld two other complaints over claims made, including a statement that PV systems would provide “free hot water” without mentioning the cost of the system, and an unsubstantiated claim over savings from new boilers.