Consumers seek information from a reliable, neutral party.
Public education programs can inform consumers about retail choice, guide them in evaluating the choices offered, answer their questions and reduce confusion. Sustained public education programs are needed because the public is likely to respond slowly to choice. Information about reliability of service and the environmental consequences of choice can provide consumers with a valuable basis for evaluating their participation in the market. The cross-border impacts of educational outreach activities can create real confusion among consumers, especially in light of differing schedules for retail choice implementation.