A company that generates biofuel from waste wood has challenged an Advertising Standards Association (ASA) ruling supporting a rival firm’s claim to supply ’Britain’s greenest energy’.
Renewable energy firm Ecotricity successfully defended itself after a challenge from Tesla Motors over its green credentials.
The ASA rejected the complaint and ruled that no further action was necessary after Ecotricity provided evidence to show no other energy provider was more sustainable.
But rival firm Good Energy says it is “surprised and disappointed” by the ruling and has announced its intention to challenge it.
Good Energy, which uses a range of renewable sources including biofuel, said it did not think the ASA had considered “suitable comparative data” before reaching its conclusions.
Managing director David Brooks said: “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.”
Brooks (pictured) added that Good Energy was the only firm to have never used fossil fuels in its fuel mix.
In March, the ASA ordered textiles recycling company Recycle Proline to change advertising copy on its collection bags because it gave the misleading impression that donations would be going directly to a charity.