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'. The adverts, which have emerged on platforms including Facebook and YouTube, have drawn a warning from the Advertising Standards Authority (ASA), which says the products are often 'too good to be true'.
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 civil engineer and content creator said he had bought 'cheap components' made using 'flawed science' rather than a functioning air conditioner.
“ASA warns fake portable air conditioners claiming to cool rooms in seconds are too good to be true.”
The ASA told the BBC that some of the adverts it had seen 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 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.
The ASA advised consumers to be sceptical of promises that sound too good to be true, dramatic backstories about 'secret inventions' or 'industry breakthroughs', poor grammar and spelling mistakes, and customer reviews that read as though they are too perfect. The watchdog recommended that anyone unsure should research the retailer, check for genuine contact details and a business address, and look for independent reviews rather than relying solely on testimonials on the seller's website.
One advert described the product as a 'reverse-engineered aircon unit' featuring 'a liquid-compressed cooling cartridge'. Matthews found the device actually contained a small fan. The ASA added that anyone concerned about an air conditioner advert can report it via their website.