Standards Authority (“ASA”) has today (22 March 2017)
published confirmation that,
following the ASA’s involvement, Britannia Fire Ltd (“Britannia Fire”)
have agreed to amend or withdraw advertising1.
For some time, Anderstore has been increasingly concerned over some
of the advertising of products in the fire industry that might be
misleading and/or condone or encourage unsafe, unsound or unwise
practices that may put people’s lives, property, reputations and/or
statutory compliance at risk.
Last August, we raised several concerns with
Britannia Fire about their advertising of the P50 extinguishers2,
including those relating to their claims that the P50 was:
- “service free”3 , “self-maintained”4, able to “be maintained
in-house by three simple checks”4, etc.;
- “recyclable”5; and
- “corrosion free”3.
Regrettably, our concerns were not adequately addressed, leaving us
with little choice other than to formally complain to the ASA.
The ASA advised us on 13 March 2017 that they had concluded their
investigation and following their consideration of our complaint have
resolved the matter as above, with Britannia Fire agreeing to amend or
Further detail was provided to us, but the ASA have asked that we treat
this in confidence.
We are cautiously satisfied with this outcome as a first step to
remedying the broader problems and would like to thank the ASA for their
assistance and diligence with this matter to date.
We will keep Britannia Fire’s adherence to the agreement under
observation in the coming days and are also currently following up on
other concerns. We will of course continue to work with the ASA where
appropriate to help ensure fair and responsible fire-industry marketing
whether by Britannia Fire, distributors that may propagate irresponsible
claims, or otherwise.
Fire extinguishers should be selected and positioned in accordance
with BS 5306-8, commissioned in
accordance with BS 5306-3 and maintained in
accordance with BS 5306-3. If
you are an end-user and wish to arrange this, please
Standards Authority (“ASA”) can also be reached on
020 7492 2222.
“Britannia”, “Britannia Fire”, “Fireworld” and “P50” are not
trademarks of Anderstore Ltd, but may be trademarks of their respective
- The ASA webpage also used to state “After
consideration of complaints we received, the following companies and
organisations agreed to amend or withdraw advertising without the need for a
formal investigation”, but a subsequent amendment has removed this
- Sometimes labelled, and/or referred to, as “Fireworld”.
- e.g. Britannia Fire’s home page (as at 22/03/17)
- e.g. Britannia Fire’s webpage “Essex County
Fire & Rescue Service” (as at 22/03/17)
Britannia Fire’s downloadable brochure “BF-P50-Brochure-2016” (as at