This is all good and PTMG publications will support every effort to promote energy efficiency.

For both manufacturers and readers we advise that we subscribe to the Advertising Standards Authority (ASA) Code of Practice and our particular interest is SUBSTANTIANTION of claims made. Advertisers, by virtue of the fact that choose to advertise in our publications, therefore subscribe to this code as well.

The section of concern in the Code, 4.1 is as follows,

"Before advertising is published, advertisers shall hold in their possession documentary evidence as set out in Clause 4.1 (substantiation) to support all claims, whether direct or implied, that are capable of objective substantiation."

The code is extensive in its application and goes into greater detail, Claims, Misleading claims, Puffery, Hyperbole, Expert opinion, Headlines, Truthfulness.

As responsible publishers, respecting our readers and advertisers, we will insist that claims are now substantiated in future and the type of substantiation is published on the advertisement e.g., "X% energy efficiency or savings. Independent report/study/research available."

Please appreciate that PTMG is doing this in the interest of transparency, truthfulness and acceptance that statements need to be substantiated. We are not sitting in judgement on the claim/s but creating openness in statements being made.

Rory Macnamara

Editor ◊