The encyclopedia · Advertising & PR · Marketing decision · 2025
BlueSolid told customers a wall outlet for their pellet stove was legal — new ones aren't
Pellet-stove seller BlueSolid claimed a wall outlet was legally permitted and its fitters were 'erkende vakmensen'. The RCC ruled both claims misleading.
BlueSolid · 2025-01-22
What happened
BlueSolid, a pellet-stove seller, ran a blog page claiming current regulations (the Besluit bouwwerken leefomgeving) allowed a wall/façade outlet for pellet stoves, that a roof-level outlet was unnecessary, and that competitors were misleading consumers by selling unnecessarily expensive roof outlets.
A trade association of installer companies complained: new installations must meet 'new-build' rules requiring the flue-gas outlet above the roof, so BlueSolid's claim encouraged installations that did not comply with the law. The association also challenged two other claims.
BlueSolid further claimed it advised 'annual maintenance by the recognised craftsmen of BlueSolid' ('erkende vakmensen'), which the association said was untrue — only a DE-recognition exists and BlueSolid was not registered for it.
BlueSolid filed no response. The RCC chairman upheld the core claims: the wall-outlet arguments were incorrect and also disparaged competitors (Article 13(a) and 13(e) NRC), and the 'erkende vakmensen' claim was unproven and misleading (Article 7 NRC). A Facebook video showing a power interruption was dismissed as mere demonstration. The chairman ordered the wall-outlet and craftsmen claims to stop.
Why it happened
- A claim about what the law allows is a factual claim — publishing it as legal guidance sold installations that may not comply
- Saying competitors mislead customers by selling legally required roof outlets is both wrong and defamatory
- Calling unregistered fitters 'recognised craftsmen' attached a certification the company did not hold
The lesson
A marketing blog is still advertising. Telling customers a wall outlet is legal when new ones aren't made compliance a selling point, and disparaging rivals while doing it doubled the breach.
Aftermath
The RCC chairman ruled BlueSolid's blog claims that a wall/façade outlet for a new pellet-stove installation was legally permitted breached Article 13(a) NRC (misleading comparative advertising) and Article 13(e) NRC (disparagement of competitors), because new flue-gas outlets must be above the roof. The 'erkende vakmensen' maintenance claim breached Article 7 NRC as unproven. A Facebook video of a power interruption was dismissed as a mere test with no legal claim. BlueSolid filed no defence. The chairman recommended the contested advertising stop.
Sources
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