Customers are enraged after their energy provider advises them to keep warm by cuddling their pets.
LONDON (CNN Business) Customers were advised to snuggle up with their pets and exercise to save money on their heating bills, but the advice was ""poorly judged and unhelpful"," according to a British energy company.
According to the Financial Times, which broke the story first, SSE, which is owned by OVO Energy, advised 10 "easy and cost effective ways to remain warm this winter."
The now-defunct website recommended eating bowls of oatmeal, doing star leaps, and petting dogs, among other things.
A representative for OVO Energy said in a statement to CNN on Tuesday: "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."
"We are working hard to find meaningful solutions as we approach this energy crisis, and we recognise that the content of this blog was poorly judged and unhelpful. We are embarrassed and sincerely apologize," the spokesperson added.
According to National Electricity Action, more than 4 million UK homes live in fuel poverty, a figure that is anticipated to jump by 2 million in April when a price cap on energy is expected to be raised.
Following a barrage of heated comments from lawmakers and campaigners, OVO Energy withdrew its suggestion.
Following the apologies, Darren Jones, the chairman of Parliament's business select committee, tweeted: Good, I'm glad they apologised. I'm not sure who signed off a marketing campaign telling people to wear a jumper and eat porridge instead of turning on the heating if you can't afford it."
The Runnymede Trust's head of race equality, Halima Begum, slammed the "offensive" and "inconsiderate" advice, particularly the exercise prescription and its consequences for disabled people.
According to Begum, half of the UK's 7 million poor individuals are disabled or live in a home with a wheelchair user. She commented on Twitter, "And they should starjump to protect their basic right to warmth?"