Boiler manufacturer Worcester Bosch has recently come under scrutiny from the UK’s competition watchdog, the Competition and Markets Authority (CMA), for its marketing of hydrogen boilers. The CMA raised concerns that Worcester Bosch was misleading customers by giving the false impression that purchasing their hydrogen boilers would reduce carbon footprint and future-proof their heating systems. The investigation focused on Worcester Bosch’s „hydrogen-blend ready“ home boilers, which can cost up to £3,200.
The CMA found that consumers would be in the same position with other boilers on the market, and most likely the one currently in their homes, despite Worcester Bosch’s claims. The watchdog also expressed concerns that Worcester Bosch did not make it clear to consumers that the use of hydrogen for home heating systems in the future is uncertain.
Representatives of the boiler industry have been advocating for the large-scale rollout of hydrogen for domestic heating as a replacement for gas boilers. This move would potentially eliminate the need for households to switch to heat pumps, which are currently the leading option for low-carbon domestic heating. However, transitioning to hydrogen would require a significant shake-up of the gas boiler industry.
In 2023, the Energy and Utilities Alliance (EUA), a trade body that includes Worcester Bosch as a member, admitted to attempting to delay government measures aimed at accelerating the adoption of heat pumps. Despite the push for hydrogen, studies have indicated that hydrogen may not be a suitable large-scale replacement for current gas boilers in homes.
Following the CMA’s investigation, Worcester Bosch has agreed to change its marketing practices to ensure that consumers are not misled about the environmental benefits of hydrogen boilers and the future-proofing of their heating systems. The company has committed to withdrawing or altering its advertising across all marketing channels and has instructed its network of installers and retailers to do the same.
Hayley Fletcher, interim senior director of consumer protection at the CMA, emphasized the importance of consumers being able to make well-informed decisions when purchasing a new heating system. The CMA’s actions, along with the changes secured from Worcester Bosch, aim to provide consumers with clear and accurate information.
A spokesperson for Worcester Bosch stated that the company has cooperated fully with the CMA’s investigation and has agreed to undertakings regarding its marketing practices of hydrogen boilers. This development underscores the significance of transparency and accuracy in marketing practices, particularly in industries that play a crucial role in environmental sustainability and energy efficiency.