Under the Patronage and Presence of the Minister of Energy, the Saudi Electricity Regulatory Authority Launches Consumer Protection Model and New Identity

The Saudi Electricity Regulatory Authority today launched its Consumer Protection Model and new visual identity in Riyadh, under the patronage and in the presence of Prince Abdulaziz bin Salman bin Abdulaziz Al Saud, Minister of Energy and Chairman of the Board of Directors of the Saudi Electricity Regulatory Authority (SERA). This milestone marks a new phase in the regulatory transformation of the electricity sector to enhance service quality and strengthen consumer protection.

During the launch ceremony, the Governor of the Authority, Eng. Abdullah bin Mohammed Al-Bishi, highlighted the key features of the Consumer Protection Model, noting that it represents a continuation of the reform journey that began with the restructuring of the electricity sector in 2019. He emphasized that this journey has been guided by the continued support of the wise leadership and the direct oversight of the Minister of Energy, Chairman of the Authority’s Board of Directors. These efforts have contributed to building a more efficient and transparent electricity system, with a strong focus on consumer protection, service improvement, and enhanced reliability and sustainability.

Eng. Al-Bishi explained that the Consumer Protection Model reflects both an institutional and cultural shift that places the consumer at the center of the regulatory framework. The model adopts a proactive approach, whereby monitoring and consumer care begin at the regulatory level rather than only after complaints are submitted. This approach is supported by a fully integrated digital system that connects the Authority with service providers, enabling continuous tracking, monitoring, analysis, and performance forecasting based on comprehensive technical and operational data across the sector.

With regard to the Authority’s new visual identity, the Governor noted that it symbolizes the transition to a more advanced regulatory phase focused on fairness, transparency, and proactiveness. The new identity supports efforts to enhance service reliability, safeguard consumer rights, and strengthen the structure of the electricity sector in line with the objectives of Saudi Vision 2030.

Eng. Al-Bishi further stated that the sector’s transformation journey has delivered tangible outcomes in protecting consumer rights, in accordance with the high-quality standards mandated by the Authority for electricity service providers. The total value of compensation paid to eligible consumers under the Electricity Service Level Standards Guide (Guaranteed Standards) increased from approximately SAR 2.5 million in 2019 to more than SAR 310 million by October 2025. He affirmed that these figures reflect enhanced supervisory effectiveness and the application of fair and effective regulation.

In addition to launching the Consumer Protection Model and the new visual identity, the Authority also unveiled its mobile application, which provides consumers with simplified and transparent access to services and information.