A British energy supplier has apologized for the "poorly judged and unhelpful" advice sent to customers which suggested they could snuggle up to their pets and exercise to cut back on their heating bills.
SSE, which is owned by OVO Energy, suggested 10 "simple and cost effective ways to keep warm this winter," according to the Financial Times.
Eating bowls of oatmeal, doing star jumps and cuddling pets were among the recommendations on the now-deleted web page.
Some British businesses and households have seen their energy bills rise in recent months, as suppliers grapple with a sharp rise in wholesale gas prices.
According to National Energy Action, more than 4 million UK households are in the grip of fuel poverty -- a figure which the charity believes could rise by 2 million in April when a cap on energy prices is expected to increase.