From the end of March 2012, ads for types of energy-related products (e.g. dishwashers, TVs, fridges etc) must comply with new rules. The rules ensure that consumers are given information about the energy efficiency of a product before they make a purchase and they come from the Energy Information Regulations 2011.

The new rules are:

UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing

9.10 Marketers must make product fiche information about products that fall under delegated regulations available to consumers before commitment.

11.8 Marketing communications for specific energy-related products, subject to a delegated regulation, that include energy-related information or disclose price information, must include an indication of the product’s
energy efficiency class i.e. in the range A+++ to G.

UK Code of Broadcast Advertising

8.6 Advertisers must make product fiche information about products that fall under delegated regulations to consumers before commitment.

9.9 Advertisements for specific energy-related products, subject to a delegated regulation, that include energy-related information or disclose price information, must include an indication of the product’s energy efficiency class i.e. in the range A+++ to G.

CAP and BCAP have issued a corresponding Help Note and, for non-broadcast ads, our Copy Advice team is on hand to to provide fast, free and reliable advice on complying with the new rules. Clearcast advises in relation to TV ads and the RACC does the same for radio ads.

The rules apply to ads for products that are subject to a delegated regulation only. Delegated regulations state the date on which the relevant energy labelling requirements for advertising come into force and outline the information that marketers must provide in the product fiche. (Marketers are advised to get legal advice on complying fully with the Regulations.) To date, the following implementation dates have been announced.

Cold appliances Shall apply from 30 March 2012
Dishwashers Shall apply from 20 April 2012
Washing machines Shall apply from 20 April 2012
Televisions Shall apply from 30 March 2012
Air conditioning [Shall apply from 1 Jan 2013 – provisional]

CAP and BCAP have introduced the new rules following public consultation. The consultation document, CAP and BCAP’s evaluation of responses and the final regulatory statement can be found here.

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