Tesla has failed to convince the UK’s advertising regulator that Ecotricity was misleading people by claiming to offer the “greenest electricity” and “greenest energy” to Britons.
It is the latest setback for Elon Musk’s electric car maker, which has been embroiled in a protracted legal battle with one-time biz partner, British energy company Ecotricity.
On Wednesday, the Advertising Standards Authority rejected Telsa’s complaints and ruled in favor of Ecotricity. The ASA said:
We took note of Ecotricity’s evidence on life cycle emissions for the different electricity generation methods and recognized that nuclear, on- and offshore wind and hydropower produced lower CO2 emissions2 emissions per kWh of electricity than the other generation methods…
We understood that life cycle emissions for electricity supplied by suppliers would be calculated based on the specific fuel mix used to generate the electricity.
Ecotricity – in defense of the company’s advertising claims – told the ASA it had only one commercial rival in the UK that also supplies electricity that comes 100 per cent from renewable sources.
The competitor, which was not named in the ruling, but is considered Good Energy, produced fractionally more CO22 per kilowatt-hour produced, Ecotricity said, and the ASA agreed. Telsa’s complaint that Ecotricity’s claims were unfounded and misleading was brushed aside by the advertising watchdog.
“We felt that Ecotricity’s choice of companies to make their comparison with was appropriate and relevant,” the ASA said.
“After considering the evidence we had seen, we concluded that claims that they provided the greenest electricity were substantiated and not misleading.”
In June last year, Tesla finally confirmed plans to bring seven new Supercharger stations to UK motorways, following a long-running legal battle with Ecotricity that was eventually settled out of court, the terms of which were kept secret.