Many thanks Privateer for your interest, comments and very useful photos. Unfortunately the suggestions you made did not work. The float moves smoothly with no evidence of any deposit build up. Everything was thoroughly cleaned and I even made a direct connection across the "switch" wires - all to no avail. Again thanks for your help.
You'll find in the rear of the fire, a 12V LED DC power-supply of 30W rating. This supplies the electronic control-board, log LEDs and mister.
It'll have gone faulty. replace it--Cost around a tenner.