Ofgem to force energy suppliers to increase tariff transparency

Energy regulator Ofgem on Wednesday published its final decision on how suppliers who sell energy via 'white label' resellers.

Under current Ofgem regulations, energy suppliers have to tell customers about their cheapest deal under their own brands, but until the new ruling this rule has not extended to white label tariffs.

"Ofgem wants to ensure that suppliers are clear with their customers about their cheapest tariffs, regardless of the brand they use to offer the tariff," the regulator said.

Rachel Fletcher, Ofgem senior partner, said: "Selling energy through white label brands has the potential to increase consumer choice and engage consumers to shop around through well-known brands. But it is important that consumers are given the complete picture about all their supplier’s tariffs."

She said the new ruling would reduce barriers to white labels entering the market and would ensure larger suppliers tell customers their cheapest deals, whatever brand it is marketed under.

"Transparency about the cheapest tariff that a supplier offers is important in rebuilding consumer trust in the market."