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Worcester Bosch shifts focus from hydrogen boiler ads to address green marketing concerns

Boiler manufacturer Worcester Bosch has agreed to change the marketing around its hydrogen boilers as “future-proofing” people’s homes, after the UK’s competition watchdog raised concerns about misleading customers. The Competition and Markets Authority said it was concerned Worcester Bosch was giving the “false impression that consumers would reduce their carbon footprint and ‘future-proof’ their heating system” by buying the products.

The investigation focused on Worcester Bosch’s “hydrogen-blend ready” home boilers that cost up to £3,200. The CMA stated that consumers would be in the same position with other boilers on the market and that Worcester Bosch did not make it clear to consumers that it is uncertain whether hydrogen might be used for home heating systems in the future.

Representatives of the boiler industry have recently sought to promote the large-scale rollout of hydrogen for domestic heating as a replacement for the gas used to heat the majority of British homes. Proponents say it would avoid households having to replace gas boilers with heat pumps, but multiple studies have indicated that hydrogen is unsuitable as a large-scale replacement for current gas boilers in homes.

After the CMA’s probe, Worcester Bosch has formally committed to take steps to ensure it does not mislead consumers on the environmental benefits of hydrogen boilers and “future-proofing” of its boilers. The company has agreed to withdraw or change its advertising around the boilers across all marketing channels and has asked 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 well-informed when making decisions about their heating systems. She stated that the changes secured from Worcester Bosch will help ensure that consumers looking for a new heating system are provided with clear and accurate information.

A spokesperson for Worcester Bosch confirmed that the company has agreed to undertakings with the CMA in relation to its marketing practices of hydrogen blend ready boilers. This commitment to transparency and accuracy in marketing will benefit consumers who are increasingly concerned about their impact on the environment and the cost of bills.

In conclusion, the actions taken by Worcester Bosch following the CMA’s investigation highlight the importance of providing consumers with clear and accurate information when it comes to making decisions about their heating systems. By ensuring that marketing practices are transparent and not misleading, companies can help consumers make well-informed choices that align with their environmental and financial goals.

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