Be transparent when it comes to U-values, urges Apeer’s Asa McGillian, otherwise the price of misleading customers will be severe.   

The cost of living crisis has brought with it a huge increase in awareness when it comes to energy efficiency. And for the doors and windows industry this means U-values are no longer just technical figures to fulfil regulatory requirements, they’re now a crucial factor in purchasing decisions and a cornerstone for successful business.

For installers, ensuring products meet their declared U-values is paramount, as misleading customers about these could lead to severe repercussions, including reputation damage, financial losses and even legal penalties.

Energy efficiency is a key concern for homeowners looking to reduce both their utility bills and environmental impact. U-values, which measure the rate of heat transfer through a product, are central to assessing a door or window’s insulating performance and straightforward enough to understand: the lower the U-value, the better the insulation.

As U-values gain prominence in purchasing decisions, it’s crucial that manufacturers provide accurate information. Instead, however, the industry has recently seen an influx of misleading claims. For instance, some manufacturers assert that a 44mm slab door can achieve the same thermal performance as a door that is 60% thicker.

Such assertions clearly defy basic principles of thermal physics, points out Apeer Doors CEO Asa McGillian.

“Independent testing that we’ve undertaken demonstrates a direct correlation between door thickness, core material density and thermal performance, just as you would expect,” says Asa.

“A composite door constructed from a hollow, 70mm monocoque slab with zero insulation simply cannot outperform a door that’s engineered around a 110kg/m³ density structural foam core. It’s obvious. And yet this nonsense is precisely what some manufacturers in our trade are pedalling, and the danger is that when these false claims reach consumers, where has the hard-won trust in our industry gone then?”

When unethical becomes illegal

Misrepresenting energy efficiency ratings can have dire consequences for your business, asserts Asa, pointing out that it isn’t just unethical, it’s also illegal. The UK’s Advertising Standards Authority enforce strict regulations around misleading claims that can lead to investigations and sanctions. Then there’s also the more direct risk of non-compliance with building regulations – especially when you consider that some doors perform so badly they fail to meet even the most basic standards.

“One competitor’s hollow monocoque door that we independently tested failed to meet the minimum required U-value of 1.4 W/m²K,” says Asa. “As energy efficiency regulations become stricter, enforcement will only grow tougher. We can expect regulatory bodies to crack down harder on poor standards and false claims.

“But if we don’t take action as an industry now, our customers will have lost all faith in us by then anyway.

“Trust is the bedrock of customer relationships. And we know only too well in our industry the damage that can be done once that is eroded. Once one company is exposed for misleading customers it brings our whole industry into disrepute, and rebuilding credibility then will be an uphill battle.”

Part of the solution, says Asa, is for installers to do their due diligence when it comes to U-values, challenging manufacturers’ claims before they find themselves having to rectify non-compliant installations and facing irreparable reputational damage to their business.

“Demand independent verification, and make sure you only partner with manufacturers who provide independently tested and verified U-values for their products,” he adds. “Transparency in performance metrics ensures that you can confidently stand behind the products you install.”

In fact, when Apeer recently put its own products through rigorous independent testing the results showed that its 70mm high-density foam-filled doors achieve a U-value of 0.85 W/m²K, surpassing Apeer’s own declared value of 0.9 W/m²K.

“That’s the kind of confidence you need to have in your doors,” says Asa. “Make sure you educate your workforce thoroughly as well. Your sales and installation teams both need to understand the significance of U-values so they can better address customer inquiries and cement your business as a reliable, knowledgeable one they can trust.

“By pressing your door manufacturer, questioning their claims and demanding independent verification, you can be sure the products you’re selling will protect you from legal pitfalls and damage to your reputation. Ultimately it is about protecting your business, securing trust and credibility in our industry and your place as a leader in it.”