Energy suppliers must tell customers if their cheapest deal is marketed under a different brand

Ofgem has today published its final decision on how suppliers who sell energy using white labels in the domestic energy market will be regulated. From October, suppliers will have to be more transparent and tell customers what the cheapest tariff is for them regardless of the brand they use. 

White labels are organisations that do not hold a supply licence, but instead work in partnership with a licensed supplier to offer gas and electricity using their own brands. 

Under Ofgem regulations, suppliers already have to tell customers about their cheapest deal, but until now this rule hasn’t 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. 

Under Ofgem’s new rules, white labels will have the same flexibility as their partner suppliers in areas such as the number of tariffs and types of bundles they can offer. This will make it easier for new companies to enter the energy market. The decision on white labels unlocks further opportunities for consumers to engage with the market through well-known household names and innovative brands, while retaining the additional protection that Ofgem has put in place for consumers.