As heatwaves grip the UK, portable air conditioners claiming to bring instant relief are flooding online ads. But is there more smoke than fire in these claims?

YouTuber Stuart Matthews bought a couple and found a mixture of cardboard fins and cheap fans, not hi-tech NASA inventions. The ASA warns against such exaggerated promises—from ‘reverse-engineered’ units that turn out to be damp cardboard to devices claiming exceptional efficiency.

Customers should beware of ads promising too much and scrutinise the details. Fake reviews also abound, with dramatic claims of rapid cooling or energy savings. Matthews advises researching retailers and seeking independent reviews before parting with cash.

The ASA says that while they can warn about misleading ads, enforcement alone isn't enough to stop these scams. Meanwhile, UK tech giants must address such false advertising under new Ofcom proposals.