A retail arm of Tokyo Electric Power Co (TEPCO) Holdings said it was placing commercials on television, radio stations, and trains, as competition among energy companies intensifies.

The decision is controversial, with some activists angered that TEPCO is spending on advertising while it remains on the hook for enormous costs stemming from the disaster, including clean-up, decommissioning and compensation payments.

But a spokeswoman for TEPCO Energy Partner said the new campaign was "necessary" to help Fukushima.

"Our achievement of sales targets will allow us to fulfil our responsibilities for Fukushima," Megumi Kobayashi told AFP.

The commercials feature "Tepcon", a rabbit mascot who shares "ear-grabbing" information about the company's electricity and gas packages.

TEPCO took its commercials off the air in the aftermath of the Fukushima disaster, which was triggered by a massive earthquake and ensuing tsunami in March 2011.

The tsunami wrecked cooling systems at the Fukushima plant on Japan's northeast coast, sparking reactor meltdowns and radiation leaks.

Japan shut down all reactors in the wake of the Fukushima crisis, the worst nuclear accident since the 1986 Chernobyl disaster.

The government has poured billions of dollars into TEPCO to keep the company, which supplies electricity to Tokyo and the surrounding area, afloat.

It faces massive ongoing costs as it stumps up cash for decommissioning the reactors, cleaning up contaminated areas and paying compensation to those who fled their homes due to radiation fears.

mis/sah/mtp

TEPCO - TOKYO ELECTRIC POWER