Speaking at the APPEA conference in Perth on Monday, president Jerome Ferrier said this was not just a simple advertising solution.

“Our industry should not be shy in addressing the health issues deriving from the massive use of coal,” he said.

“Studies evidence that health damage caused by the use of coal for power generation is extremely important, resulting in a series of unaccounted health costs that are estimated, for European Union countries only, at some $15 billion to $42 billion per year.”

Ferrier