Good Energy’s (GE) statement that it was the “UK’s leading 100 per cent renewable electricity supplier” was challenged by competitor Ecotricity, which referred it to the ASA.
The ASA upheld the challenge, ruling that the advertisement “must not appear again in its current form”.
The energy supplier argued that it was the only one which sourced 100% renewable electricity and had a 100% renewable fuel mix.
GE also said that in its annual assessment of renewable energy suppliers, the Ethical Company Organisation (ECO) had rated them highest for eight years consecutively.
However, the ASA said that the claim could have been confused with 100 per cent renewable tariffs, which work through an energy trading system.
The ASA ruled that although the claim did not specifically reference tariffs, consumers would understand “the UK’s leading 100 per cent renewable electricity supplier” to be a comparative claim that GE was the leading supplier of 100 per cent renewable electricity tariffs.
According to the ASA, to substantiate the claim, GE would need to provide “comparative evidence” which demonstrated that GE had more customers on its 100 per cent renewable electricity tariff than its competitors.