Utilita Energy has launched a hard-hitting national campaign to challenge misleading claims around “100% renewable” energy tariffs — revealing that half of the UK’s electricity still comes from fossil fuels.
In their advert, a woman hangs laundry in front of a wind farm — but half of the clothes remain dirty.
The visual metaphor spotlights the gap between green branding and the actual energy mix delivered to homes via the national grid.
Ella Moorey, Group Sustainability Lead at Utilita, explained:
“This image makes it clear: unless you’re generating your own power, your so-called ‘green’ electricity is a mix of clean and dirty. Current policy loopholes allow suppliers to buy certificates and claim green credentials, even if the energy itself isn’t renewable.”
Backed by consumer data, Utilita found that one in three people on a “100% renewable” tariff chose it to offset their guilt over energy waste — often without realising they weren’t using exclusively clean power.
To push back against this practice, Utilita has created the Live Carbon Dashboard — a real-time tool that shows the live energy mix for each region.
It empowers users to make smarter choices about when to run high-power appliances and provides insights into their environmental impact.
Ms Moorey added: “This isn’t just a campaign — it’s a call to arms. Consumers deserve transparency.”
The campaign image was created digitally, saving 134.3 kgCO₂e in travel emissions.
