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Homebase LED lightbulb advert deemed misleading by ASA

A Homebase advertisement for LED light bulbs has been found to be misleading by the Advertising Standards Authority (ASA).

The advert claimed that the average household could save up to £146 on its lighting energy bills by swapping to LED bulbs. However, the ASA said that this claim was misleading as its advertisement did not make clear how this saving was calculated.

Homebase's advert stated that the energy saving claims were based on ‘replacing 25 standard bulbs with LED bulbs and using for an average of 2.7hrs per day for a year’, but the ASA found that Homebase did not make the definition of a 'standard bulb' clear.

Homebase will not be able to run this advert again in its current form, and the ASA has told Homebase to ensure that future adverts contain enough information to back up any claims.

Source : Which?

12 February 2014
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