Fake air conditioning units claiming to be 'designed by former Nasa engineers' and able to 'cool a room in 90 seconds' are being flogged online as the UK endures its third heatwave of the year. The Advertising Standards Authority (ASA) has warned that many of these products are 'too good to be true'.
Adverts appear on social media
Adverts for the devices have been appearing on social media platforms including Facebook and YouTube, directing shoppers to websites selling the units for prices ranging from £70 to £120. The ASA told the BBC that some adverts made exaggerated claims, such as that a small device could cool an entire home in minutes or used little electricity. Customer reviews describing exceptional performance – understood to be fake – were also posted online.
Some adverts appear to have been generated using AI, featuring images of copper coils and metallic components intended to make the products seem more sophisticated than they are.
YouTube tester reveals cheap components
Stuart Matthews, a civil engineer who runs a DIY YouTube channel, bought several of the units to test their functionality. He told the BBC: 'I really feel for the people that have been sucked into buying some of this rubbish.' He added that the items were made of 'cheap components' and used 'flawed science'. One advert described the product as having a 'liquid compressed cooling cartridge', but Matthews said the device actually contained 'a load of cardboard fins that get wet as the water blows past them'.
These devices, often referred to as 'swamp coolers', cool air by evaporating water. While they can be effective in hot, dry climates, they also increase humidity. In an already humid environment like the UK, they are therefore less effective.
ASA advice for consumers
The ASA said there were several ways for customers to tell if an advert for a portable air conditioner was likely to be misleading. It said people should be sceptical of promises which sound too good to be true, like claims a small device can chill large rooms; dramatic backstories about 'secret inventions' or 'industry breakthroughs'; poor grammar, spelling mistakes and inconsistent branding; and customer reviews describing dramatic results or reading as though they're too perfect.
The agency also advised customers who were unsure to research the retailer, checking for evidence of it being a genuine business, such as contact details and a registered business address. It also advised customers to seek independent reviews, rather than relying on those on the seller's website. Anyone concerned about an air conditioner advert can report it on the ASA website.
