Octopus Energy chief executive Greg Jackson has told Utility Week his company is reviewing the way it promotes itself on television following concerns about its adverts appearing on a controversial new channel.
The supplier’s Twitter feed has been inundated with responses after adverts for the retailer were broadcast on GB News, headed by veteran journalist Andrew Neil.
Among the concerns raised were the fact some of its presenters are known to hold right-wing political views which has been viewed by some as anti-progressive and as hate speech.
Following the outcry the supplier, along with rival Ovo Energy, decided to pause advertising on the channel until it had time to assess the type of content featured. A number of other advertisers, including Ikea, Grolsch and Kopparberg have also suspended their ads on GB News.
Jackson meanwhile has also written a lengthy response to consumers explaining the company’s actions.
In the three-page letter, Jackson explained that Octopus did not choose the channel specifically, rather it purchased air time with a network which then distributed adverts across a number of channels.
As promised…
This is the letter I’ve sent to customers who emailed.
Summary: Ad slots were not planned by us. We’ll monitor any new channels (including this) before running ads and will only advertise if balanced and meets our policies. pic.twitter.com/YInlVubN52— Greg Jackson (@g__j) June 15, 2021
He firmly asserted the supplier does not advertise on platforms whose primary purpose is the distribution of hate.
Jackson added that this is the first time Octopus has seen the launch of a new channel and that it would be changing its policy going forward.
He has since told Utility Week that the way the company previously dealt with advertising was a “shortcoming” in its policy which has since been corrected.
He said:“Put simply, we listen to our customers. The letter opens with a tweet from a customer who really helped me see why so many people felt so strongly.
“Our goal is to reinvent how people feel about energy. When people think our approach to that is about more than just a financial transaction, we have to consider how we represent ourselves.
“We cannot just ignore this but, at the same time, we cannot give into pressure from the crowds. We have to do what is right.
“We have never really had to think about what happens when a new TV station opens and we should know what the product looks like before we buy advertising slots. It was a shortcoming in our policy which we have now corrected.”
Ovo Energy
Ovo Energy is another power retailer which has decided to pause advertising on GB News. In a series of tweets, the large supplier explained its rationale.
It said: “We have a media partnership which places our adverts across a number of channels and programmes on a network. New channels were added to this network last week and our adverts ran on this channel without our prior knowledge or consent.
“Ovo strongly believes that a kinder world is a stronger one. We strive to promote inclusion and diversity across all Ovo spaces and we do not place our brand in any places which distribute or promote hate.
“We have a clear policy not to advertise on platforms which do not align with our values. We’ve made the decision to pause our use of the channel whilst we ensure it meets our values.”