I’ve written a bit about the Clean Power Plan – the U.S. Environmental Protection Agency’s proposed plan to reduce carbon emissions from utility plants by 30 percent by 2030. The plan has caused hope and consternation and both environmental groups and the utility industry is weighing in.

The Natural Resources Defense Council (NRDC) has cited a new disinformation campaign has been waged by “Big Polluters” who they say are intent on subverting the country’s first ever carbon pollution standards (aka, Clean Power Plan. In response, NRDC has launched a campaign of it’s own in response to the U.S. Chamber of Commerce Study and National Mining Association (NMA) who say that putting limits on carbon will increase electricity prices. However, both the Washington Post and Denver Post have fact checked the study and claims and found some of them to be false.

“The real truth is: We need to cut the carbon pollution spewing out of power plants to protect our health and future generations. We can do this, and save people money on their electric bills even as we invest in energy efficiency that creates hundreds of thousands of new jobs,” said Peter Altman, director of NRDC’s Climate and Clean Air Campaign.

NRDC launched the ad on national television outlets and digital platforms to challenge critics of carbon pollution standards proposed on June 2 by the U.S. Environmental Protection Agency. The standards, when finalized says NRDC, can reduce carbon pollution at least 30 percent by 2030 by empowering states and utility companies to work together to make reductions in the most cost-effective way for each state.

In addition to debunking opponents’ claims, the NRDC ad goes after Big Polluters’ efforts to undermine energy efficiency initiatives in a number of states. For example, utility and fossil fuel-funded front groups peddled disinformation to attempt a freeze on Ohio’s Alternative Energy Portfolio Standard (AEPS) and Energy Efficiency Resource Standard (EERS) in 2014.

But ramping up energy efficiency, NRDC has shown, can help accomplish the goals of President Obama’s Climate Action Plan, and help consumers. NRDC recently released an analysis showing that strong limits on carbon pollution from existing power plants could save Americans $37 billion on their electric bills and create a net 274,000 jobs. These jobs, growing mostly through investments in energy efficiency and renewables, can put to work electricians, roofers, carpenters, insulation workers, heating/air conditioning installers and heavy equipment operators, among others.