UK Watchdog Bans Ads for Portable AC Units Falsely Claiming to Cool Rooms in 90 Seconds

The UK's Advertising Standards Authority (ASA) has cracked down on misleading online advertisements for small portable devices that claim to cool rooms within 90 seconds, ruling that the claims were too good to be true. The decision comes as Britain swelters through an intense summer heatwave and demand for cooling products has surged.

What the ASA Found

The ASA examined adverts for compact, fan-based devices sold as portable air conditioners on social media and e-commerce platforms. The ads claimed the devices could rapidly cool an entire room in a matter of seconds — a claim the ASA determined was not supported by evidence. In reality, small devices of this type function as personal fans or evaporative coolers and are not capable of meaningfully lowering the ambient temperature of a room in the way a conventional air conditioning unit would.

The Heatwave Context

The ruling arrives at a particularly sensitive moment, as the UK heatwave pushes millions of people to seek affordable cooling solutions for their homes. Temperatures have exceeded 34°C for multiple consecutive days, and interest in air conditioning and cooling products has spiked sharply. Campaigners and consumer groups say the misleading adverts exploit public anxiety about heat to sell products that cannot deliver on their promises.

A Warning to Sellers

The ASA's ruling is a warning to companies selling similar products online. Advertisers whose claims are found to be misleading face having their adverts removed and can be barred from future advertising. Consumer groups have urged buyers to be sceptical of products promising rapid, room-wide cooling at very low prices, advising people to research products carefully before purchasing and to consult technology reviews for verified performance data.