ASA warns portable “air conditioners” may be little more than expensive fans

With repeated heatwaves pushing UK temperatures higher, you may be looking for an affordable way to keep your home cool. That makes adverts for tiny portable “air conditioners” especially tempting.

You see a device that promises to cool an entire room within minutes, use almost no electricity and replace an expensive conventional air conditioner. You order it, fill its small water tank and switch it on, only to discover that it blows air towards you without making the room noticeably cooler.

The Advertising Standards Authority (ASA) has issued a  public warning about misleading portable air-conditioner adverts. It says some sellers are exploiting demand during hot weather by exaggerating cooling performance, energy savings and technological credentials. The adverts may also use fake reviews and invented stories about British engineers or industry breakthroughs to make basic cooling devices appear more impressive.

Here’s how you can tell what you’re really buying and demand a refund if the product doesn’t match the advert.

Know what you’re buying

An air conditioner, air cooler and fan are not the same thing, a fan moves air around. It may help you feel cooler, but it doesn’t remove heat from the room.

An evaporative air cooler passes air over water or a damp filter. It can produce cooler feeling air directly in front of the device, particularly in dry conditions, but it may not reduce the temperature across a whole room.

A genuine portable air conditioner actively removes heat. It normally contains a compressor and uses an exhaust hose to send hot air outside through a window or vent. If a palm-sized device has no exhaust hose, you should question how it could remove enough heat to cool an entire room.

That doesn’t necessarily make the product useless. You may be happy with a personal cooler while you work or sleep. The problem arises when the seller markets that limited effect as full room air conditioning.

Look beyond the sales pitch

Treat claims that a device can “cool any room in seconds”, “replace expensive air conditioning” or “run all day for pennies” with caution.

The ASA has also highlighted adverts that describe products as “British engineered” or based on “revolutionary” technology without providing convincing evidence. Some use dramatic stories about industry insiders or supposed breakthroughs to make the product appear more credible.

A seller should be able to support measurable claims about temperature, room size, energy use and running costs. An animation showing icy air or a photograph of cold-looking mist doesn’t prove that the device can cool your room.

Before buying, look for:

• a cooling capacity stated in BTU/h or kilowatts
• the recommended room size
• an exhaust hose or another clear explanation of how heat leaves the room
• power consumption and noise output
• a model number and identifiable manufacturer

If the seller gives you only a water tank size, fan speed or USB power rating, you’re probably looking at a personal cooler rather than a genuine room air conditioner.

Don’t take glowing reviews at face value

The ASA warns that some adverts use fake or misleading reviews claiming dramatic temperature reductions and exceptional performance. Search for independent reviews using the company name, product name and model number. Add words such as “complaint”, “refund” or “scam” to see what other buyers report.

Be suspicious if every testimonial sounds similar, repeats phrases from the advert or gives the product a perfect score. You can also use a reverse image search to check whether photographs of supposed experts or satisfied customers appear on other review sites under different names.

Investigate the retailer as well as the product. Look for a genuine company name, address, working contact details and clear returns information. A website may present itself as British while shipping the product from overseas or requiring you to pay substantial international postage to return it. Always check the returns address before paying.

Your right to cancel an online purchase

If you buy the device online, you will usually have 14 days after receiving it to tell the retailer that you want to cancel. You then normally have another 14 days to return it. You don’t need to prove that the advert was misleading when you use this cooling-off right. You can simply change your mind.

The retailer should refund you within 14 days of receiving the returned item. It should also refund the cost of standard delivery, although it doesn’t have to repay the extra cost if you selected a premium delivery option. Act quickly if you’re still within the cancellation period. Cancelling may prove easier than arguing about how well the device cools.

What if the product doesn’t match the advert?

Your rights continue after the cooling-off period. Under the Consumer Rights Act 2015, goods must be of satisfactory quality, fit for purpose and as described. If the advert promised full room cooling but the device only blows air across your desk, you may be able to argue that it doesn’t match its description.

Take screenshots of the advert before the seller changes or removes it. Save any claims about cooling speed, temperature reduction, room size, energy use, running costs and the technology involved. Keep your order confirmation, packaging and instructions. Photograph the product and record its model number.

If you reject an item that is faulty or not as described within 30 days, you can generally request a full refund. After 30 days, you may need to let the retailer repair or replace it first. Direct your complaint to the retailer that sold you the product. Your contract is with the seller, so it shouldn’t simply send you to the manufacturer.

Make your complaint specific

Tell the retailer when you ordered the product, what you paid and which claims influenced your decision. Explain how the device actually performs and why that differs from the description. Attach screenshots, photographs and your proof of purchase, then state clearly whether you want a refund, repair or replacement.

If you’re using your 14-day cancellation right, say so. If you’re relying on the Consumer Rights Act because the product isn’t as described or fit for purpose, make that clear instead. Don’t let the retailer reframe your complaint as simple buyer’s remorse if the product fails to deliver an advertised feature.

You can use  Resolver to send and manage your complaint. Resolver helps you keep your evidence and correspondence together, track the retailer’s response and escalate the case if it isn’t resolved.

Ask your payment provider for help

If the seller ignores you, refuses a valid refund or disappears, contact your payment provider. If you paid by debit card, ask your bank about chargeback. You can also request chargeback if you paid by credit card but can’t use Section 75.

If you paid directly by credit card and the cash price of the item was more than £100 and no more than £30,000, you may be able to make a Section 75 claim. If you used PayPal, buy now, pay later or an online marketplace, open a dispute through that service promptly. Each provider can impose its own deadline, so be careful not to let the complaint drift.

Give your payment provider the order confirmation, screenshots of the advert and copies of any correspondence with the retailer.

Report a misleading advert

You can report the advert to the ASA. Its investigation may lead to an advert being amended or withdrawn, but it won’t normally recover your money for you. Continue pursuing your refund through the retailer or payment provider.

If you believe you’re dealing with fraud rather than an ordinary product dispute, report the seller through the UK’s official fraud reporting service. You can also contact the Citizens Advice consumer service, which can advise you and pass relevant information to Trading Standards.

Check what the product can really do

Before buying, decide whether you need a breeze directed at you or a genuine reduction in room temperature. A fan or evaporative cooler may provide personal relief. A properly specified air conditioner will usually be larger, use more electricity and need a way to exhaust heat outside. If a tiny, low powered box claims it can cool your whole home for pennies, pause before ordering. Check the specifications, independent reviews, retailer and returns process.

If you’ve already bought one and it doesn’t match the advert, save the evidence and act quickly. Contact the retailer in writing and use Resolver to manage and escalate your complaint until you receive a proper response.

If you have any thoughts on this topic, or any other consumer issues you would like us to cover, feel free to get in touch with us at support@resolver.co.uk 

Sign up for our Newsletter!