If an ENERGY STAR product is disqualified for failure to meet ENERGY STAR performance standards, EPA encourages energy efficiency program sponsors and retailers to discontinue promoting those products in energy efficiency programs and promotions. Energy efficiency program sponsors and retailers serve as the primary interface between manufactured products and consumers seeking energy-efficient products. Efficiency-based rebates and promotions are an effective way of promoting energy conservation and providing additional opportunities for consumers to make an affordable investment in protecting the environment and minimizing energy-related costs in their lives. The success of those programs, however, relates directly to consumer confidence that representations are reliable. Continuing to promote products that have been disqualified not only undermines the spirit of those programs, but may also alienate consumers who discover those products are no longer deemed as performing.