Bord Gáis Energy has described a demand that it re-brand its business as unjustified, arguing that the cost will be borne by customers who cannot afford money to be wasted in such a manner.
The Commission for Energy Regulation is demanding that both Bord Gáis Energy and the ESB re-name their customer divisions to ensure that they do not have a unfair business advantage.
Bord Gáis estimates the cost for re-branding is €40m, a figure which the CER has disputed but the company stands over.
In a statement today, BGE said Ireland had experienced one of the highest customer switching rates in the world over the past 18 months, and this proved that re-branding was not needed for market share reasons. The company added that the re-branding demand was not required under the relevant EU directives.
'As a new entrant to the electricity market, the company established the Bord Gáis Energy brand a little over 18 months ago and is well versed in the cost of such an exercise,' it said.
