Supplier and developer Good Energy is to challenge Ecotricity claims that it is the UK’s greenest electricity company.
The row was sparked by a separate Advertising Standards Authority ruling this week that the Dale Vince company could justifably call itself top dog in terms of supply of renewable power.
Good Energy managing director David Brooks expressed “surprise and disappointment” at the decision on the claim, originally filed by Tesla motors.
“The ASA appears to have based its decision purely on data provided by Ecotricity without considering whether that data represents an objective view.
“Obviously the criteria Ecotricity has chosen to measure itself against other companies has been selected to suit Ecotricity. We don’t think the ASA has considered what it calls ‘suitable comparative data’ before reaching its conclusions.”
Good Energy said that since it was founded more than 15 years ago it “has only ever provided 100% renewable electricity” and that it is the “only company which has never included fossil fuels in our fuel mix”.
Image: Good Energy’s Hampole wind farm (Good Energy)
