ED Miliband faced criticism last night after urging companies to assist in marketing taxpayer-funded green subsidies aimed at affluent households. The Secretary of State for Energy and Net Zero’s department recently reached out to businesses, soliciting suggestions on how to promote heat pumps to families deemed financially capable and motivated by climate change, reports BritPanorama.
Officials within the Energy Department also requested input on how to advertise the government’s £7,500 pump grants using engaging characters to “amplify” their message. In an email, Adam Smith, Senior External Affairs Manager, outlined the intention to reach homeowners across England and Wales who can access the government funding and have both the means and motivation for installation.
Despite the initiative, as of September 2025, only 61,816 households have taken advantage of these subsidised installations. The average cost of an air-source heat pump stands around £13,500, while ground-source systems can reach approximately £28,000.
In response to Miliband’s request for advertising strategies, an energy industry source expressed concern that the initiative diverts public funds away from those in genuine need, particularly as energy costs rise. “To subsidise well-off households for heat pumps is not an effective use of taxpayers’ money,” the source commented, suggesting that Miliband’s approach might inadvertently push voters towards alternative political parties.
Shadow Energy Secretary Claire Coutinho criticized the funding strategy, stating, “Labour are giving taxpayers’ money to people who don’t need it to buy heat pumps because they have to meet unrealistic Net Zero targets.” She asserted that the Conservative Party’s focus should instead be on reducing electricity costs by eliminating the carbon tax and supporting affordable energy transitions.
