The Advertising Standards Authority (ASA) has issued new rulings against several UK advertisers over misleading “up to” savings claims, reinforcing stricter expectations for substantiation in retail and energy marketing.
Decisions published on 4 March 2026 found that ads from British Gas, Centrica Hive and Wild Nutrition breached the UK advertising code by presenting claims that could mislead consumers or lacked sufficient evidence.
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The regulator said advertisers must demonstrate that the maximum savings advertised in promotions reflect outcomes achievable by a “significant proportion” of consumers. The rulings underline increased scrutiny of retail promotions, pricing claims and sustainability messaging as the ASA expands its monitoring activity.
Evidence required for ‘up to’ savings claims
The ASA ruled against a paid Meta advertisement from British Gas promoting heat pumps that claimed consumers could save “up to £546”.
According to the regulator, the company did not provide adequate evidence showing that a meaningful share of consumers could realistically achieve that level of savings. The ASA also found that key information explaining the conditions behind the calculation was not clearly presented in the advertisement.
Under UK advertising rules, businesses must hold evidence before publishing “up to” claims and ensure that the maximum benefit represents a realistic outcome for a significant proportion of customers. If a saving is based on modelling or specific assumptions, those conditions must be communicated clearly.
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By GlobalDataThe ruling reflects a broader focus on price transparency in advertising, an area closely watched by retail regulators as promotions increasingly appear across social media and digital platforms.
Solar energy ad claims under scrutiny
A separate ruling concerned a national press advertisement from Centrica Hive promoting solar panels. The advertisement stated that consumers could “shrink your electricity bills by up to 94%”.
The ASA concluded that the company had not demonstrated that such a reduction represented the typical experience for consumers installing solar systems. The advertisement also omitted important information needed for readers to understand how the figure had been calculated.
Energy-related retail promotions have drawn increased regulatory attention as households look for ways to reduce costs and emissions. Regulators have warned that savings or environmental claims linked to energy technology must be supported by clear evidence and realistic assumptions.
For retailers and installers operating in the renewable energy sector, the ruling highlights the importance of presenting savings estimates conservatively and explaining the factors that influence outcomes.
Wider compliance lessons for retail marketing
The ASA also upheld a complaint against Wild Nutrition over a poster advertisement that claimed ingredients came from natural sources. The regulator found that the claim could mislead consumers because the wording did not accurately reflect how the ingredients were produced.
Across the rulings, the ASA reiterated several compliance principles relevant to retail marketing:
- Advertisers must hold robust evidence that supports the maximum savings or benefits stated in an ad.
- “Up to” or “from” pricing must not exaggerate the availability of a promotional price or outcome.
- Material information that affects consumer understanding must be clearly disclosed.
- Savings based on recommended retail price comparisons must reflect prices at which products are generally sold.
The regulator has increased the use of automated monitoring tools to review advertising across digital channels. This approach is intended to identify potentially misleading claims more quickly, particularly in sectors such as retail promotions, health products and green energy.
For retailers and brands, the latest rulings serve as a reminder that savings claims remain one of the most closely scrutinised elements of marketing. Clear evidence, transparent conditions and realistic pricing comparisons are now essential to avoid regulatory action in the UK advertising market.
