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There is now a growing trend of misleading solar ads associated with lead generators, promising things like free solar panels, or referencing a stimulus program that doesn’t exist.

As more companies take their lead generation online, “it becomes tougher and tougher to find new potential clients,” said Rick Lopes, chief of public affairs at the Contractors State License Board in California, home to the nation’s largest solar market.

A few solar ads posted on Facebook that Business Insider reviewed reference some kind of new solar “stimulus” program. There are no such programs, said Joshua Buswell-Charkow, deputy director at the California Solar and Storage Association (CALSSA), an industry trade group that helps monitor ads.

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