E.ON Next sent socks to about 30,000 households with a tag attached to them that said lowering their heat would reduce CO2. The households had taken part in an “energy saving campaign” last year, The Guardian reported.
The sock’s messaging couldn’t have come at a worse time — U.K. households are facing skyrocketing energy bills because of a combination of cold weather, nuclear plant outages in France and reduced gas flow from Russia. British consumers will pay roughly £790 ($1,075) more this year to heat and light their homes, according to Bank of America.
The energy company posted an apology on Twitter, saying they are “incredibly sorry.” CNN Business has reached out to E.ON Next for comment.
Customers took to Twitter to lambaste the company.
“Recently a link to a blog containing energy saving tips was sent to customers. We understand how difficult the situation will be for many of our customers this year,” a spokesperson for OVO Energy said.