The Stove Industry Association has responded to a revised Advertising Standards Authority ruling that relates to two historical claims about modern wood burning stoves. The ruling followed an Independent Review, which found a substantial flaw in part of the original published assessment and led to the case being reopened and reconsidered.
Although the ASA’s overall decision remains unchanged, and the original wording would have benefited from greater qualification, the revised ruling is still important for the wider debate. The revised assessment clarifies the limitations of using National Atmospheric Emissions Inventory (NAEI) evidence when comparing the performance of individual appliance types. That distinction really matters because broad national data can be misunderstood andshould not be used on its own to suggest that a modern Ecodesign stove performs in the same way as an older stove or an open fire.
Modern stoves should be judged fairly
At Charnwood, we have long argued that the conversation around wood burning needs to be more precise. Open fires, older appliances and modern Ecodesign compliant stoves are not the same thing. A modern stove is designed to burn dry wood more efficiently, with far greater control over the combustion process and much more useful heat delivered into the room.
This does not mean modern stoves are 100% emission free, or that good practice no longer matters, but it is fair that they should be judged on the right evidence and in the right context. A stove’s installation, the quality of the fuel and how it is used all influence performance. That is why responsible burning, dry wood (<20% moisture) and regular maintenance are still so important.
The revised ASA ruling recognises the need for proper qualification, but it also removes wording from the original assessment that risked creating an inaccurate impression of modern stove technology. That is a positive step, not just for the industry, but for consumers and policymakers who all need clear information.
The practical route to cleaner burning
The best way to improve air quality is not to confuse all wood burning into one category. It is to focus on replacing the worst forms of burning with better technology and better practice. Open fires and older appliances are up to 90% less efficient than modern stoves and so are where much of the opportunity for improvement sits. In London, for example, around 70% of wood burning still occurs on open fires. If people were widely encouraged to switch to one of the many modern and efficient wood-burning stoves available, it would massively reduce urban PM 2.5 emissions.
Clearer evidence and greater resilience
Modern wood burning has an important role to play. It provides warmth, supports household resilience and makes use of a fuel that can often be sourced locally, while cleaner stove technology continues to improve how wood is burned in the home.
That feels especially relevant at a time when resilience is becoming part of a wider national conversation. A recent Guardian article reported that the UK Government is urging households to take “small but important steps” to prepare for potential national crises, including severe weather, cyber attacks and disruption to essential services. Home heating should absolutely be part of that discussion. A modern wood burning stove is not a complete answer to national resilience, but it can form part of a sensible household plan by providing dependable heat when electricity or central heating systems are unavailable. For many homes, especially in rural areas, that secondary source of warmth offers real reassurance as well as comfort.
The revised ASA ruling is therefore a useful reminder that evidence matters. Claims about stove performance need to be clear, and the data used to support those claims must be interpreted carefully. At Charnwood, we fully support that approach and believe that cleaner air and modern wood burning can move forward together, but only if the debate recognises the difference between older forms of burning and the modern appliances being designed, tested and used today.














