Ed Miliband's heat pump ad campaign faces ridicule

Ed Miliband, a Labour minister, has faced criticism for a new advertising campaign featuring model Daisy Lowe to promote heat pumps. The campaign is themed around Jane Austen's "Pride and Prejudice." In the ads, Lowe is seen wearing period-style dresses while showcasing heat pumps in different rooms of Muncaster Castle in Cumbria. The campaign aims to shift public perception of heat pumps. The Department for Energy Security and Net Zero (DESNZ) suggests that, like Mr. Darcy in Austen's novel, heat pumps were once viewed with skepticism but are now becoming more popular as eco-friendly options. However, some campaigners have called the effort a waste of money. Consumer advocate Martyn James stated that people want straightforward information on reducing energy bills rather than celebrity endorsements. Mike Foster, the CEO of Energy and Utilities Alliance, noted that the high costs of heat pumps remain a concern, and Lowe's presence in the advertisement may reinforce negative stereotypes about the product. Heat pumps are designed to transfer heat energy efficiently. Both Labour and previous Conservative governments see them as key to achieving net-zero carbon targets. Yet, consumer adoption has been slow due to installation costs. Labour has set a goal of installing 600,000 heat pumps annually by 2028, but only 60,000 were installed last year. To encourage uptake, the government offers £7,500 grants to households getting their first heat pump. A government spokesperson emphasized that the campaign aims to ensure everyone can live in comfort at home and highlighted that the previous year's campaign helped increase heat pump sales by 63%.