In DeSmog

Over the past two years, the Energy and Utilities Association (EUA) has paid a public affairs firm to generate hundreds of articles and interviews to lobby the UK government on energy policy.

The PR campaign subjects heat pumps to intense criticism. Powered by electricity, heat pumps are currently set to play a key role in decarbonising heating and replacing gas boilers, which heat around 85 percent of Britain’s homes and account for 15 percent of greenhouse gas emissions nationwide.

Negative stories about electric heat pumps have featured in outlets such as The Sun, Telegraph and The Express, in which damning headlines dub the technology “Soviet-style”, “financially irrational” as well as “costly and noisy”. Broadcast media has amplified similar messages on BBC 2’s Newsnight, LBC, TalkTV and GB News.

The company driving this coverage is the Birmingham-based WPR Agency, which was hired by the EUA to deliver an “integrated PR and social media campaign” to “help change the direction of government policy”.

On its website WPR said it aimed to “spark outrage” around heat pumps. This wording, along with other phrases, has since been altered to read “spark conversations” following a request for comment on this article from DeSmog.