AUGUSTA – Maine’s public advocate has filed a complaint with state regulators to determine if Central Maine Power Co. used ratepayer money to pay for a promotional flier suggesting customers buy air conditioners to stay cool.

The complaint filed by Public Advocate Stephen Ward was prompted by numerous complaints from CMP customers, who received the flier in their May bills.

“It struck me as counter-productive and irresponsible. I got angry about it,” said James Doyle of Waldoboro.

David Allen, CMP’s director of public affairs, said the announcements were meant to be informative.

The insert reads: “Don’t let the dog days of summer get the best of you. Stay cool with air conditioning.” Another page notes that, “Real Mainers use air conditioning. How about you?”

“We try to provide customers with information,” Allen said. “We’re saying that if you’re thinking of buying an air conditioner, this is what it’s going to cost you to run it.”

CMP is also running a contest that awards electric grills and air conditioners as prizes.

Doyle said that with energy use in the news and with brownouts occurring in California, consumers should be looking at ways to conserve electricity instead of increasing their usage at home.

Ward said his main concern with the inserts is whether ratepayers or shareholders paid for the costs associated with the promotion.

CMP attorney Richard Hevey wrote that all costs except slightly less than $2,000 will be borne by shareholders and owners. The costs of the $20,000 air conditioning promotion do not create new charges for CMP’s customers, he said in a June 25 filing with the PUC.

Ward acknowledged that CMP has a right to stuff inserts in monthly bills. “There’s a free-speech issue that I can’t do anything about. They have a right to use their own money. But it’s a message I’m not happy” with, he added.

The electrical supply system is taxed more heavily and more pollutants are released into the air when people use air conditioners, Ward said.

Ward, who represents consumers before the commission, has until Thursday to respond to CMP’s statements. PUC spokesman Phil Lindley said the commission will discuss Ward’s complaint July 9.