Good Energy ad banned

An advertising watchdog has banned an ad by Good Energy due to the way it supplies power to the National Grid.

The ad, which only appeared in print, claimed Good Energy ‘is the UK’s only dedicated 100% renewable electricity supplier’.

However, a complaint was made to the Advertising Standards Authority (ASA) challenging whether the was misleadingly as it implied Good Energy supplied 100% renewable energy directly to customers.

But, of course the firm supplies through the national grid, which also provided energy from sources that were not renewable.

In its defence Good Energy said it had been ‘instrumenta’l in bringing about a scheme that set out how green tariffs should be advertised and took great care not to mislead customers.

Good Energy said the text ‘We aim to change the way energy is made in the UK so we can build a 100% renewable energy future’ made clear that was an aspiration rather than a promise of delivery.

A spokesman said: “The ASA noted the ad did not state Good Energy supplied 100% renewable energy directly to consumers.

“But that it was likely to be interpreted as suggesting Good Energy supplied 100% renewable energy directly to consumers, and because that was not the case, we concluded the ad was misleading.”

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