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Solar Water Heater Firms in UK Accused of Misinformation

| Friday April 30th, 2010 | 7 Comments

Ten out of fourteen companies selling solar thermal water heaters in the United Kingdom “exaggerated potential savings to consumers,” during an undercover sting conducted by Which? magazine, a sort of Brit Consumer Reports, only edgier.

Solar thermal hot water systems use sunlight to heat water for home or pool use. The technology is simple and has been in widespread use for a long time. In the US, solar thermal heating (and cooling) sales dwarf that of solar photovoltaic panels, or any other solar electric technology.

Which? magazine’s sting was conducted earlier this year after a rise in complaints about solar thermal installations. The magazine rented a house in Southern England and then invited solar thermal salesmen over to give their sales pitch, which in some cases the magazine secretly filmed.

In almost every instance, the salesmen gave greatly exaggerated cost savings estimates.

While an independent contractor hired by the magazine determined that a solar hot water system could only save 10 percent on the house’s electricity bill, a salesman from the country’s leading thermal provider, Everest, said they could save 43 percent, accruing £35,000 ($54,000) worth of savings over 20 years. Another company, Ideal, said the heater would cut the household energy bill in half.

Which? chief executive, Peter Vicary-Smith, said, “most of the firms in our investigation behaved like true cowboys – they promised huge savings that bore no relation to reality, and some really piled pressure on the homeowner to sign up immediately or risk losing a one off ‘special offer.'”

Which? said just one company, Southern Solar, received a positive review “for its helpful and sensible approach.”

The British Office of Fair Trading, a consumer protection bureau, received over 1000 complaints about solar systems last year for only 100,000 systems installed nationwide, Which? reported. It is unclear whether that figure includes solar PV.

Shoddy workmanship, deceptive sale practices or even outright fraud in the residential solar industry could pose a problem in this country as well, especially if the solar PV market takes off and the market is flooded with firms with little experience or questionable motives.


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  • Wendell

    Dear 3P,

    It would be interesting to know the actual savings in UKP (and USD for us out here in the colonies) each year based on the independent contractor and the Southern Company's estimates of turnkey costs
    and the reduction in the utility bills.

    The bottom line is the number of years for payback.

    Please enlighten us.



    • BC Upham

      I am looking into that for you…but if you're impatient, you should contact the Solar Energy Industry Association http://www.seia.org.

  • http://www.solarenergysolutions.co.in/ Solar Water Heating

    Great Post, thank for sharing :) You have don good job, keep it up.


  • http://www.solartwin.com Barry

    Even the firm which was praised by Which? has been linked to false environmental claims. See this video:


    What do you think?

  • http://www.solartwin.com Barry

    Even the firm which was praised by Which? has been linked to false environmental claims. See this video:


    What do you think?

  • expsolar.com

    I think ,solar water heater must use solar energy. Rainy days and Snow days it can not heat water. We use it only as a supplementary energy. We do not need to requirements how much I want to save.The products in picture is the simple,it very very cheaper. only less USD 200. But I think the money it save more than it cost.Now solar water heaters are very popular in China.

    We are a manufacturer of solar water heater , if you have any question you can contact me .my email:sales@expsolar.com

    sorry, my english is very poorl. I may not have expressed my views clearly.

  • http://www.easyepc.org Easy EPC

    I use a home made solar water heater here in Sussex. It only produces about 30-40% of our hot water, but given that most of the parts were scavenged from a skip and the total build cost was £134 then the payback time will be less than 3 years.

    Look on the internet for a wealth of different designs, they’re really not that hard to construct yourself!