The advice includes well-worn energy saving tips such as lowering the thermostat, blocking draughty windows and closing doors.
However, campaigners said some of the other advice struck the wrong tone given the depth of the crisis facing families.
James Daley, of campaign group Fairer Finance, said: “For some families it’s going to be a choice between heating and eating.
“The idea that the right thing to do is to turn the heating down and go and buy some socks – the reality is families in that situation are not going to be able to afford that. I’m not sure it strikes the right tone and I’m sure some people will be offended by it.
“Ultimately the energy companies need to be working with the Government to find a solution – it’s going to heap pain on millions of families and for some it is going to leave them unable to heat their home. Consumers must not be left to bear the brunt of this.”
Justin Modray, of Candid Financial Advice, said: “It sounds like perhaps someone was putting them together with good intentions, but these measures are going to make very little difference to most people.
“It’s possibly helpful but for most people probably a little frivolous and unlikely to make much difference. Merino socks probably cost more than you might even save.
“Because bills are going up, every little bit you can save is worth considering, but equally this sounds maybe a step too far for most.”
Darren Jones, a Labour MP and chairman of the business select committee,said the comments were insensitive and Ovo should apologise.
He said: “Being told to put on a jumper instead of turning on your heating if you can’t afford it, at a time of such difficulty for so many families, is plainly offensive.
“There are plenty of useful ways to insulate our homes and reduce our carbon emissions but this campaign is insensitive and the companies involved should apologise to their customers.”
Wholesale gas prices have been climbing since last summer due to global constraints on natural gas supply. Households have been relatively insulated from the crisis through the price cap on energy bills.
