The focus of this paper is (1) the potential effectiveness of the reform of the electricity industry on promoting energy efficiency and load management, and (2) the potential effectiveness of new mechanisms for promoting energy efficiency and load management. Many countries are initiating reforms of their power sectors to stimulate private investment, increase operation and management efficiencies, and lower the cost of power. These countries are unbundling vertically integrated utilities into distinct generation, transmission, distribution and retail supply companies; introducing commercial management principles to government-owned monopolies; and in many cases transferring operation or ownership to private companies. Electric industry restructuring may force regulators and policy makers to re-examine existing mechanisms for promoting load management and energy efficiency. In some cases, electric industry restructuring replaces the long-standing relationship between a single monopoly provider and protected customer franchise with a new set of relationships among retail electricity suppliers and customers who may now be free to choose suppliers. In these types of situations, markets, not government regulators and utility monopolies, are seen as determining future energy production and consumption decisions. However, it is uncertain whether this type of restructuring will overcome important market barriers to energy efficiency that limit markets for energy-efficient products and services from functioning effectively. As a result of these barriers, a large, untapped potential for cost-effective energy-efficiency investments exists. Supporters of public policies argue that energy-efficiency programs are an appropriate government strategy to capture economic efficiencies that the market cannot secure unassisted.