AWHI Content Policy

Purpose and Scope

The Advanced Water Heating Initiative (AWHI) produces public-facing content to support its mission of accelerating the adoption of heat pump water heaters (HPWHs) through education, collaboration, and market transformation. This content includes articles, interviews, videos, webinars, presentations, and other educational materials distributed through AWHI channels and partner platforms.

AWHI’s communications are intended to inform and educate, not to advertise, endorse, or recommend specific products or brands.

Brand Neutrality and Non-Endorsement

AWHI is a brand-neutral initiative. References to specific manufacturers, products, or technologies are made solely for informational and educational purposes.

  • AWHI does not endorse, recommend, or promote any specific manufacturer, product, or brand.

  • Inclusion of a product or manufacturer in AWHI content does not imply preference, superiority, or suitability over alternatives.

  • AWHI does not conduct product rankings, “best of” lists, or comparative recommendations intended to guide purchasing decisions.

Manufacturer Spotlights and Product Profiles

As part of its educational mission, AWHI may feature manufacturer interviews, product overviews, or discussions of new or emerging HPWH technologies.

  • These spotlights are offered equally and free of charge to all manufacturers.

  • Manufacturers do not pay for inclusion, interviews, articles, or videos.

  • Manufacturers do not receive editorial control over final content, though factual review may be requested to ensure accuracy.

Product profiles focus on:

  • Technical characteristics and design features

  • Intended use cases and market context

  • Broader industry trends and innovation pathways

  • They do not constitute advertising or product endorsement.

Financial Relationships and Disclosure

AWHI receives no compensation from manufacturers for product spotlights, interviews, articles, or videos. AWHI does not accept sponsorship from manufacturers for the Initiative itself.

The only financial relationship AWHI maintains with manufacturers is event sponsorship for Heat Pump Water Heater (HPWH) Day.

All material financial relationships are disclosed transparently in accordance with applicable laws and best practices.

Compliance With Advertising and Endorsement Standards

AWHI strives to align its communications with applicable advertising and consumer protection laws, including the Federal Trade Commission’s Endorsement Guides.

To that end:

  • AWHI does not publish paid endorsements or testimonials.

  • AWHI does not accept free products or compensation in exchange for favorable reviews or coverage in manufacturer spotlights.

  • Personal anecdotes or experiential discussions, when used, are presented as anecdotal and not representative of typical consumer outcomes unless supported by data.

  • Performance or comparative claims are framed carefully and, where applicable, supported by publicly available sources or clearly identified assumptions.

Editorial Review and Objectivity Guardrails

AWHI maintains internal review processes to support accuracy, objectivity, and clarity in public communications.

These guardrails include:

  • Review of brand-specific content for tone, neutrality, and clarity

  • Avoidance of promotional language or calls to action

  • Clear separation between educational content and event promotion

  • Consistent use of disclaimers where specific products or brands are discussed

AWHI periodically reviews and updates its communications practices to reflect stakeholder feedback and evolving best practices.

Stakeholder Engagement and Continuous Improvement

AWHI values input from manufacturers, utilities, policymakers, program administrators, and other stakeholders.

  • Feedback on AWHI’s communications approach is welcomed and considered in good faith.

  • AWHI engages manufacturers directly and through forums such as the ENERGY STAR Manufacturer Action Council to gather input on content practices.

  • Updates to this policy may be made periodically to enhance clarity, transparency, and effectiveness.

Questions or Feedback

Questions or feedback regarding AWHI’s content policy or communications practices may be directed to AWHI staff through the

email address info@advancedwaterheatinginitiative.org.