Suppliers must tell customers if their cheapest deal is marketed under a different brand says Ofgem

Ofgem has set out final proposals for regulating suppliers who sell energy using white labels in the domestic energy market. From July, suppliers will have to be more transparent and tell customers what their cheapest tariff is regardless of the brand they use.

These white labels operate under such brands as Sainsbury’s and M & S and have provided a loyal source of business for the energy industry. Clients feel they can trust the brands they buy through such as their food retailers. Will these clients be disappointed if their favourite brand is no longer offering the best deal. It will be interesting to see how this latest initiative works in practise or will the average consumer continue to work with the devil they know?