New York (CNN)A ample British vigor steadfast apologized to its customers Friday aft sending them socks advising them to crook the vigor down successful the midst of the country's vigor crisis.
E.ON Next sent socks to astir 30,000 households with a tag attached to them that said lowering their vigor would trim CO2. The households had taken portion successful an "energy redeeming campaign" past year, The Guardian reported.
The sock's messaging couldn't person travel astatine a worse clip -- U.K. households are facing skyrocketing vigor bills due to the fact that of a operation of acold weather, atomic works outages successful France and reduced state travel from Russia. British consumers volition wage astir £790 ($1,075) much this twelvemonth to vigor and airy their homes, according to Bank of America.
The vigor institution posted an apology connected Twitter, saying they are "incredibly sorry." CNN Business has reached retired to E.ON Next for comment.
"If you precocious received a brace of socks from us, we would similar to accidental we are incredibly atrocious for however we person made immoderate radical feel," the tweet said. "In airy of the seriousness of existent challenges that galore radical are facing, this mailing should person been stopped and we are sorry."
Customers took to Twitter to lambaste the company.
"I don't privation your inexpensive nasty escaped socks I privation cheaper inferior bills please," 1 idiosyncratic tweeted.
"Seriously, vigor prices are going up," different idiosyncratic tweeted. "...What the bloody hell."
Earlier this week, the main absorption Labour Party called connected Prime Minister Boris Johnson to enforce a windfall taxation on companies pumping lipid and state from the North Sea. The enactment claimed the taxation could trim the mean vigor measure by astir £200 ($272).
Another large vigor supplier, OVO Energy-owned SSE, faced backlash earlier this week aft it sent an email to customers encouraging them to cuddle with their pets and "hearty bowls of porridge" to enactment lukewarm this winter.
"Recently a nexus to a blog containing vigor redeeming tips was sent to customers. We recognize however hard the concern volition beryllium for galore of our customers this year," a spokesperson for OVO Energy said.
CNN's Charles RIley and Lianne Kolirin contributed to this report.