Electricity bills in Hawaii have been increasing this year and Hawaii News Now reports that residents should brace themselves for even higher rates. 

Hawaiian Electric Co. isn’t being coy about it:

It’s not often companies spend thousands of dollars on television ads to give you bad news but that’s exactly what Hawaiian Electric is doing as a warning before you open your next bill.

“These prices aren’t coming down anytime soon.” 

That is a snippet of the 60 second ad running on air right now featuring Hawaiian Electric Vice President Robbie Alm admitting your electric rates have gone up fifty percent over the last year.  That’s $57 more a month and that trend is going to continue.

Read the story here.