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

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. This 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 future use of hydrogen for home heating systems is uncertain.

The boiler industry has been advocating for the large-scale rollout of hydrogen as a replacement for gas used to heat British homes. This move would potentially eliminate the need for households to switch to heat pumps, which are currently the leading low-carbon heating option. However, transitioning to hydrogen would require a significant shake-up of the gas boiler industry.

Despite industry support for hydrogen, studies have indicated that it may not be a suitable replacement for current gas boilers in homes. The UK’s infrastructure watchdog and other research have cast doubt on the feasibility of hydrogen as a widespread heating solution.

Following the CMA’s investigation, Worcester Bosch has agreed to change its marketing practices surrounding hydrogen boilers. The company has committed to ensuring that consumers are not misled about the environmental benefits of hydrogen boilers and the concept of „future-proofing“ their heating systems. Worcester Bosch will withdraw or amend its advertising 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 making well-informed decisions when purchasing a new boiler. With concerns about environmental impact and rising energy costs, it is crucial that consumers have access to accurate information.

In response to the CMA’s findings, Worcester Bosch stated that they have cooperated fully with the investigation and have agreed to undertake changes in their marketing practices for hydrogen boilers. This commitment aims to ensure that consumers seeking a new heating system are provided with clear and accurate information.

Overall, the CMA’s intervention in Worcester Bosch’s marketing practices highlights the importance of transparency and honesty in the promotion of environmentally friendly products. As the UK looks towards decarbonizing its housing stock, it is essential that consumers are equipped with the right information to make informed choices about their heating systems.

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