Which? executive director, Richard Lloyd, said:
“While these new rules will help make the market simpler and fairer it’s hugely disappointing to see the regulator sticking to its fundamentally flawed idea of how energy prices should be presented. This will fail to help people find the best deal easily and could even mislead millions into paying over the odds for their energy.
“Energy prices are the biggest worry for consumers and our research shows overwhelmingly that people find it easier to spot the cheapest deal for them when prices are presented clearly, simply and consistently – just like on the petrol station forecourt.
“As Ofgem continues to plough ahead, ignoring what works for consumers, we call on the Prime Minister to intervene again and make good his promise to help hard-pressed households with their energy costs.”