Ian Marley, managing director of Markets at Ofgem, told BBC news: "Given the evidence about how the market has gone in the last few years, we want to give customers an effective choice rather than the confusing array of tariffs which makes it difficult to make that choice." Ofgem wants to explore ways to ensure switching it easier and the power to fine suppliers if they fall short of the new standards of conduct. Angela Knight, chief executive of industry body Energy UK, described Ofgem's proposals as "tough," and called for an "open and honest debate" about achieving a balance between "generating cleaner energy and keeping bills as low as possible." Analysts at Liberium Capital highlighted that companies has already begun to simplify their tariffs. Ofgem's proposals will continue that process. We now expect the start of the introduction of these reforms from next summer. However, they added that the move towards renewable energy meant that it was "inevitable" that bills would rise, with much of the investment costs "shouldered by the consumer." The government scrambled on Thursday to clarify Mr Cameron's unexpected pledge to parliament that energy suppliers would be forced to give customers their cheapest tariffs. John Hayes, energy minister, said the government was only considering introducing such a law. "The government is considering this policy as part of inclusion in the Bill," said Mr Hayes, referring to an energy bill due in November.