Alinta Energy will pay compensation for making misleading price comparisons after the Australian Competition and Consumer Commission (ACCC) found they were likely in breach of Australian Consumer Law.

Between 9 December 2017 and 28 February 2018, Alinta’s advertisements compared increases in its competitors’ standing or undiscounted tariff rates to decreases in Alinta’s discounted tariff rates.

The ACCC was concerned that this comparison was misleading as it gave a false impression of Alinta’s electricity price reduction, which for standing tariff rates was 1.8 per cent, not 2.8 per cent as advertised.

“Alinta’s conduct prevented customers from making informed choices about which electricity retailer best suited their needs. Businesses must not mislead consumers in advertisements comparing their prices or services to those offered by competitors,” ACCC Acting Chair, Delia Rickard. said.

“Following ACCC action, Alinta will contact all affected Victorian customers to advise that they will honour the advertised price reduction for customers who wish to continue with their plan.”

Alinta’s commitment to honour the 2.8 per cent tariff price reduction will be provided through credits backdated from 12 January 2018 until 11 July 2018, and also through adjusted rates which will apply from 12 July 2018 for the next six months.

Alinta has also implemented a review of its advertising processes and conducted refresher training in the Australian Consumer Law for relevant staff.

As a result of the ACCC’s investigation, Alinta acknowledged the ACCC’s concerns, immediately ceased the advertising campaign and has undertaken to compensate affected customers.

Lauren ‘LJ’ Butler is the Assistant Editor of Utility magazine and has been part of the team at Monkey Media since 2018.

After completing a Bachelor of Media, Communications and Professional Writing at the University of Wollongong in 2014, and prior to writing about the utility sector, LJ worked as a Journalist and Sub Editor across the horticulture, hardware, power equipment, construction and accommodation industries with publishers such as Glenvale Publications, Multimedia Publishing and Bean Media Group.

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