One way to tell that a market is broken is when it’s not operating to meet the needs of its customers.
When that market deals in an essential service, the impacts are felt by nearly everyone.
Consider the current business model of Australia’s retail energy market. It lures customers in with cheap energy offers, then steadily pushes prices up and up.
We’ve long referred to this tactic in the insurance industry as the notorious loyalty penalty, where customers are penalised rather than rewarded for staying with the same provider. The only way to find a better deal is to continuously shop around and be prepared to switch providers.
But energy retailers are making this near impossible by bombarding us with thousands of different energy plans to choose from.
The only way to find a better deal is to continuously shop around and be prepared to switch providers
There were a staggering 145,500 different energy plans available in 2025 across the National Energy Market (Queensland, NSW, the ACT, Victoria, South Australia and Tasmania). If you wanted to switch to a new plan similar to the one you were on, you could have been offered up to 233 options.
The confusion is compounded when plans with the same name are offered at different prices. Even if you find a better offer, the prices will probably go up in a matter of months. Then your retailer will likely roll out a cheaper offer – perhaps with the same name as the plan you’re on – to lure in a new batch of customers.
There were a staggering 145,500 different energy plans available in 2025 across the National Energy Market
The result of all this flimflammery speaks for itself: 73% of energy customers were not on the best offer available from their retailer in 2024–25.
To bring these sorry issues to light, we’re launching our own mock energy company –– Shocking Energy.
Our fittingly named fictional retailer specialises in the sneaky tactic we’ve come to expect from the industry – plans with the same name, but different prices, that lead customers to believe they’re on the cheapest available plan, while their prices are continually going up.
CHOICE can’t actually sell you energy, but we can mock the energy retailers making a mockery of energy pricing and plans.
“Shocking Energy’s mission is simple – to harness the power of confusion to keep energy costs rising. The mock retailer is a big fan of creating meaningless plan names, reused multiple times at different prices, making it nearly impossible for consumers to work out which deal is actually best,” says CHOICE senior campaigns and policy advisor, Jordan Cornelius.
Same plan, different price
A 2025 CHOICE survey of almost 400 energy bills found 64 examples of energy retailers telling customers to switch to a plan with the same name. Those customers could have saved an average of $171 annually if they had switched to the cheaper same-named plan, but why switch to a plan you think you’re already on?
Widespread confusion seems to have been the plan retailers had in mind.
According to the latest ACCC Electricity Market Inquiry, households that have been on the same electricity plan for more than three years are paying on average $221 more each year than customers on newer plans. In NSW, an average household that is not on their retailer’s best plan could save around $300 per year simply by switching to the cheapest available option.
“CHOICE research found many consumers are switching plans or retailers far less often than every year,” says Cornelius.
What makes Shocking Energy different? Honesty. Shocking Energy openly admits its tactics are confusing, hopefully tricking customers into paying more on their energy bills
CHOICE senior campaigns and policy adviser Jordan Cornelius
“People in the lowest income group were the least likely to believe cheaper rates may be available monthly, quarterly, or twice a year. Only 5% of people think switching plans or providers every few months could help them get the best deal.”
Customers having to constantly switch to avoid getting ripped off is an indication that the market is not working properly. Unlike real energy retailers, Shocking Energy makes it clear you’re being had, but we also give you practical tips on how to avoid the trickery and find the cheapest and most suitable energy plan.
“What makes Shocking Energy different? Honesty. Shocking Energy openly admits its tactics are confusing, hopefully tricking customers into paying more on their energy bills,” says Cornelius.
By laying these tricks bare for all to see, our hope is that consumers will be less likely to fall for them.
Andy Kollmorgen is the Investigations Editor at CHOICE. He reports on a wide range of issues in the consumer marketplace, with a focus on financial harm to vulnerable people at the hands of corporations and businesses. Prior to CHOICE, Andy worked at the Australian Securities and Investments Commission (ASIC) and at the Australian Financial Review along with a number of other news organisations. Andy is a former member of the NSW Fair Trading Advisory Council. He has a Bachelor of Arts in English from New York University. LinkedIn
Andy Kollmorgen is the Investigations Editor at CHOICE. He reports on a wide range of issues in the consumer marketplace, with a focus on financial harm to vulnerable people at the hands of corporations and businesses. Prior to CHOICE, Andy worked at the Australian Securities and Investments Commission (ASIC) and at the Australian Financial Review along with a number of other news organisations. Andy is a former member of the NSW Fair Trading Advisory Council. He has a Bachelor of Arts in English from New York University. LinkedIn
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