Trading Standards - Misleading Ads for Mini Heaters

31st October 2025

As temperatures drop, the Advertising Standards Authority (ASA) is urging people to be on high alert for misleading mini-heater adverts.

Some advertisers are exploiting people's concerns about rising costs and high heating bills by posting highly misleading adverts for plug-in mini-heaters. Some examples are shown here.

Some of the problematic adverts seen by the ASA include:
Claims that mini-heaters are more efficient than other home heating methods, without evidence.

Suggestions a mini-heater is a cheaper alternative to central heating, when this isn't the case.

Exaggerations about a mini-heater’s capabilities or performance
The ASA has banned four ads that falsely claimed mini-heaters could replace conventional home heating and uses their AI-based Active Ad Monitoring system to track and take down adverts that break the rules.

They advise that you should watch out for the following red flags in adverts:
Too good to be true? Be sceptical of claims that one small heater can warm an entire house - it can’t. Watch out for other unrealistic promises like near-100% efficiency

Poor grammar and spelling mistakes are common signs of a scam.

Dramatic backstories. Some ads tell fantastical tales or dramatic stories about how the product was "invented" – do they check out?

False victimhood. Be wary of ads claiming regulators or big companies are trying to “shut them down”

How to Avoid
Be wary when buying products from unknown websites or sellers, particularly if they promise to make savings on your energy bills and are advertised at a price that is significantly cheaper than similar branded products.

Electrical Safety First advise that you should only buy electrical products from trusted retailers and avoid third-party sellers on online marketplaces.

Pay by credit card or a secure online payment system for stronger protection. Be suspicious if a seller will only accept payment via bank transfer.

Check independent reviews of the seller/store on official websites rather than relying on reviews hosted on the website itself.

Check the site’s return policy and terms and conditions
and make sure you have contact information for the seller in case something goes wrong.
The website should list a valid return address and contact details - be suspicious if a UK website has a returns address overseas and check that the address is listed with Companies House.

Electrical Safety First have created a browser extension, 'Check It Out', which is compatible with Amazon and eBay and will remind you when you are not buying directly from the manufacturer or a retailer you know and trust. Download it at www.electricalsafetyfirst.org.uk/check-it-out

You can check that products you own are safe and see recent product recalls on the OPSS product safety alerts, reports and recalls site: www.gov.uk/guidance/product-recalls-and-alerts

If you see a misleading or scam advert online, you can report it to the ASA here: https://www.asa.org.uk/make-a-complaint/report-an-online-scam-ad.html

Find out More
Report an online scam ad to the ASA: https://www.asa.org.uk/make-a-complaint/report-an-online-scam-ad.html
Electrical Safety First guidance on buying electrical products safely online: https://www.electricalsafetyfirst.org.uk/media/2qgkkb5o/buying-electrical-goods-online-digital.pdf
Electrical Safety First guidance on portable heaters: https://www.electricalsafetyfirst.org.uk/guidance/product-safety/portable-heaters/
Advice on your consumer rights from Advice Direct Scotland:
www.consumeradvice.scot/knowledge-centre
Original article: https://www.asa.org.uk/news/watch-out-for-misleading-mini-heater-ads-warns-asa.html