AEP / Energy / FirstEnergy

AEP’s ad provokes rebuttal from rival

COLUMBUS—”FirstEnergy is firing back at an American Electric Power television ad.

In a series of radio, print and online ads, FirstEnergy has been saying that customers ‘have the right to shop for lower electric prices’ and that AEP wants to drive up prices.

The Akron-based utility has a new website,, which contains the various rebuttals to AEP’s new website,

For a week, AEP has been running a commercial that depicts FirstEnergy as a man in a suit who is stealing from a girl’s lemonade stand. AEP said it is calling attention to the unfairness of a system that makes it too easy for competitors to take customers from the Columbus-based utility.

FirstEnergy disputes that and says AEP wants to hold its customers hostage to high prices.

The arguments are being made as the Public Utilities Commission of Ohio reviews a case that will set the level of a key fee for alternative electricity suppliers.

‘We felt there was some misinformation’ in the AEP ad, said Doug Colafella, a FirstEnergy spokesman. FirstEnergy has not taken its message to television, but Colafella did not rule it out.”

— Dan Gearino, The Columbus Dispatch

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