Disconnect Fire inset from Main.(Safety First)
Remove the pebbles and get the pebbles cover off as you would normally do when replacing the light bulb.Locate the "Fire Effect Rotor Shaft" and carefully spray it with a tiny amount of a good silicon oil spray.
I personally tilt the unit to one side and spray the shaft this way, then I leave it on its side for a hour or so.(Do not use to much oil).
Wipe off any surplus oil, then reconnect the fire inset to the main.
"Three in One" is one of the best silicon oil spray available and is sold by many diy shops.
Amazon and ebay sell this product too.
After using the fire few times you will notice that gradually the noise will be reduced.
Perform this task whenever is necessary.
Angelo Perduto, October 2014