Alberta government launching new ad campaign on electricity options

The Alberta government has launched a campaign to advertise its electricity rate policy that it says offer much lower rate than companies.

The provincial government is launching a new ad campaign to encourage Albertans to explore their electricity options.

In January, the province replaced the regulated rate option with the “rate of last resort.”

The province says the two-year set rate of 12 cents per kilowatt hour will protect Albertans from spiking rates.

It’s also the new default rate for Albertans who have not chosen or are not currently with a competitive energy retailer.

The UCP ad campaign is meant to inform Albertans—especially newcomers—of the many options and sometimes cheaper rates out there.

“We’re expected to always have somewhere between 200,000 and 400,000 people on this rate because it is a default rate and often captures people in transition, and as long as Albertans are well-informed and know their options, then they can make the best decisions for them,” said Nathan Neudorf, Alberta’s affordability and utilities minister.

Neudorf says Albertans on the default rate will get a call every 90 days to confirm whether they want to remain on the rate and update them on their options.