As parts of the UK brace for another hot weekend, online adverts have been appearing for portable air conditioners claiming to be 'designed by former Nasa engineers' and able to 'cool a room in 90 seconds', according to a BBC investigation. The adverts have emerged on platforms including Facebook and YouTube, but the Advertising Standards Authority (ASA) has now warned the products are often 'too good to be true'.
The scam products and their features
YouTuber Stuart Matthews, who bought several devices to test on his Proper DIY channel, told the BBC that despite paying £70 for one machine, it turned out to be 'a small, simple fan worth only a few pounds'. The adverts direct shoppers to websites selling the devices, typically for between £70 and £120. Many of the adverts also appeared to be AI-generated, using visuals such as copper coils and metallic boxes to make the products seem more sophisticated.
Matthews said one advert described the product as a 'reverse-engineered aircon unit' featuring 'a liquid-compressed cooling cartridge'. He found the device actually contained 'a load of cardboard fins that get wet as the water blows past them'. While so-called 'swamp coolers' – machines that chill air by evaporating water – do work reasonably well in hot, dry climates, they also increase humidity and are much less effective in humid places like much of the UK. They are also not conventional air conditioners, which work by removing heat from a room via an exhaust hose or external unit.
ASA action and consumer guidance
The ASA told the BBC that some of the adverts it had seen online in recent weeks made exaggerated claims, including that a small device could cool an entire home within minutes or used very little electricity. It also said the adverts frequently featured fake customer reviews describing dramatic temperature drops or exceptional performance. The ASA said it was monitoring sites to spot such adverts and issuing an enforcement notice 'instructing advertisers to get their ads in order'. It also bans adverts found to have breached its rules. However, although the body regulates paid-for adverts on platforms including YouTube and Facebook, it cannot issue fines itself.
The ASA provided several ways for customers to tell if an advert for a portable air conditioner is likely to be misleading:
- 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
- Customer reviews describing dramatic results or reading as though they're too perfect
The watchdog advised consumers who were unsure to research the retailer and check it provided genuine contact details and a business address. Customers should also look for independent reviews rather than relying solely on testimonials on the seller's website. The BBC has approached Meta and YouTube for comment.
Implications for cross-border e-commerce sellers
For B2B sellers and marketplace operators, these deceptive practices highlight key compliance risks. The ASA's enforcement notice directly targets advertisers, meaning any seller using such adverts could face advert bans and reputational damage. While the ASA cannot fine, platforms like Facebook and YouTube may remove or suspend accounts that violate advertising policies. Sellers listing portable air conditioners on UK-facing marketplaces should ensure their product claims are substantiated and avoid AI-generated visuals that misrepresent functionality. Fake reviews also violate most platform terms, and marketplaces may delist products or suspend sellers.
| Feature | Swamp cooler (evaporative) | True air conditioner |
|---|---|---|
| Cooling method | Evaporates water | Removes heat via exhaust |
| Works in humidity | Poor (high humidity) | Good (any climate) |
| Typical price band | £20–£50 (fan) | £200+ |
| Exhaust hose required | No | Yes |
The ASA's guidance on spotting misleading adverts also serves as a checklist for sellers to avoid non-compliant marketing. Cross-border sellers should also be aware that similar enforcement bodies in other markets may take action against deceptive advertising for portable AC units.
