Tesla â€œgreen energyâ€ tussle with Ecotricity runs out of fuel, rules UK ad watchdog.Â Tesla asserts that Ecotricity doesn’t have “the greenest energy.” ASA disagrees.
Tesla has failed to convince the UK’s advertising regulator that Ecotricity was misleading folk with its claim to offer the “greenest electricity,” and “the greenest energy” to Brits.
It’s the latest setback for Elon Musk’s electric car maker, which has been caught up in a lengthy legal battle with one-time biz partner UK energy outfit Ecotricity.
On Wednesday, the Advertising Standards AuthorityÂ dismissedÂ Telsa’s complaints, and ruled in favour of Ecotricity. The ASA said:
We noted Ecotricityâ€™s evidence relating to the life cycle emissions for the different methods of generating electricity and we acknowledged that nuclear, on- and off-shore wind, and hydro-electric generation methods produced lower CO2Â emissions per kWh of electricity than the other generation methods…
We understood that the life cycle emissions for electricity provided by suppliers would be calculated on the particular fuel mix used to generate the electricity.
Ecotricityâ€”in the company’s defence of its advertising claimsâ€”told the ASA that it only had one commercial rival in the UK that alsoÂ provides electricity derived from 100 percent renewable sources.
The competitorâ€”which wasn’t named in the ruling but is understood to be Good Energyâ€”produced fractionally more CO2Â per kilowatt hour generated Ecotricity said, and the ASA agreed. Telsa’s complaint that Ecotricity’s claims were unsubstantiated, and misleading were pooh-poohed by the ad watchdog.
“We considered Ecotricityâ€™s choice of companies against which to make their comparison was appropriate and relevant,” the ASA said.
“Having taken into account the evidence we had seen, we concluded claims that they provided the greenest electricity had been substantiated and were not misleading.”
In June last year, Tesla finally confirmed plansÂ to bring seven new Supercharger stations to UK motorways, following a long-running legal battle with Ecotricity that was eventually settled out of court, terms of which were kept secret.