<p>Energy regulators aim to ensure that residential consumers have the information they need to actively make decisions in retail energy markets and switch when a better offer arises. Meanwhile, energy retailers are motivated to increase customer loyalty, as customer retention is considerably more profitable than acquiring new customers. Hence, energy retailers’ actions can mitigate regulators’ efforts to increase consumer activity. This article analyses how these two seemingly contrasting objectives affect consumers’ contract choices. We investigate the effects of contract standardisation (as a regulatory measure) and loyalty programmes (as an action by energy retailers) on consumers’ choices of energy contracts using an online choice experiment. These contracts vary based on their tariffs, provider brand, energy source, and duration. The results indicate that standardisation of energy contracts increases consumers’ response to changes in tariffs and energy sources. When standardisation is combined with the retailer’s loyalty programme, the stronger response to tariffs is diminished, and the stronger response to energy sources is neutralised. Both regulators’ and energy retailers’ actions affect the product attributes that consumers pay attention to, rather than consumers’ perceived switching costs. It appears that energy retailers’ loyalty programmes partly counteract regulators’ efforts to foster informed decisions. The analyses indicate that the underlying mechanism is consumers’ attention to attributes other than tariff and energy source.</p>