I've ordered and installed the "Fire-Glow" lamps before and they have a red colour to them.
They are nothing like this lamp however.
Which made me wonder about the three pin thing.
If a 25-40W bulb, needs 3 pins, is this to prevent a larger wattage bulb being fitted to the heater?.
I had a thread here years back, where a mate of mine that ran a restaurant at the time, had a heap of spot fittings in the windows and they were all 3-pin BC lampholders.
All 25 of them.
The last owner, took all the bulbs with them.
I hope they had fun getting them to fit thier lamps at home.