S.D. Admin. R. 20:10:23:01 - Definitions

Terms defined in SDCL 49-34A-1 have the same meaning in this chapter. Other terms in this chapter mean:

(1) "Institutional advertising," advertising designed to create, enhance, or sustain the utility's image or goodwill to the general public or its customers;

(2) "Rate justification advertising," advertising designed to promote public acceptance of the utility's filed rates, including advertising in opposition to the decisions of the regulatory agency;

(3) "Promotional advertising," advertising designed to promote or retain the use of utility service, excluding advertising for the sale of merchandise;

(4) "Political advertising," advertising designed to influence public opinion with respect to the election or appointment of public officials, the adoption, repeal, revocation or modification of legislation, initiatives, referenda or ordinances, including expenditures for influencing the decisions of public officials. Advertising designed to influence public opinion with respect to the regulation of utilities shall also be included;

(5) "Conservation advertising," advertising which informs the customer of the reasons for and methods whereby energy can be conserved and energy consumption reduced by the customer;

(6) "Safety advertising," advertising which conveys information as to what the utility urges or suggests customers should do in utilizing electric or gas service to protect their health and safety or to utilize gas or electric equipment safely and economically;

(7) "Load factor advertising," advertising designed to improve load factor so plant and equipment already installed can be operated more efficiently;

(8) "Environmental advertising," advertising designed to inform the public concerning the methods by which customers can participate with the utility in preserving and improving the environment;

(9) "Informational advertising," advertising limited to customer information about power outages, energy alerts, and rates and refunds applicable to the customer's bill; and

(10) "Advertising required by law," advertising required by SDCL 49-34A, commission rules, or commission order.

Notes

S.D. Admin. R. 20:10:23:01

5 SDR 1, effective July 25, 1978; 12 SDR 151, 12 SDR 155, effective July 1, 1986.

General Authority: SDCL 49-34A-4.

Law Implemented: SDCL 49-34A-4, 49-34A-7.