Consumers being misled by energy ads, says Which? But Which? found that customers on the capped tariff pay an average of £233 more a year than they would if they were on the cheapest deal on the market. "Even with £100 off, they'd be £133 poorer," the group said. E.ON, EDF and Npower were the other companies that Which? said used confusing ads. Which?"s report came as MPs on the Energy and Climate Change Committee called for energy firms to be more transparent in their pricing in order to restore consumer trust. This is particularly important if the firms buy or sell energy from other parts of their own company, which is often the case, MPs said. Tim Yeo, chair of the committee, called on regulator Ofgem to "get its act together." Richard Lloyd, executive director at Which?, said that there has been a "collapse in trust" in energy companies in the last six months. He said: "After the recent round of inflation-busting price hikes and announcements about the cost to consumers of investment in the energy system, it's no wonder people are left questioning whether the price they are paying is the right one." Ed Davey, the Energy Secretary, said in response to Which?"s report: "We are going to change the law so that energy companies place their customers on the cheapest tariff that meets their preferences and have clear personalised information to help them shop around more easily for the best deals." However Mr Lloyd said that the Government's energy tariff reforms are "doomed to fail" without more radical action to increase competition in the market. "Only with tougher action to tackle this broken market will consumers be confidence they're paying a fair price," said Mr Lloyd. British Gas said that it disagreed with Which?"s findings. We received no complaints relating to the allegations. We test our ads with customers so they deliver our messages as clearly as possible," the company said. SSE said: "SSE has fair prices and simple products. Our capped tariff ensures prices won't go up for two years and customers get £100 credit. We will take Which?"s findings on board." E.ON apologised for its confusing ad, EDF said it only makes accurate claims while Npower challenged Which?"s assertion that its ad was confusing.