Shane Jones says it's a shame New Zealand First's power price transparency pledge didn't make it in to the coalition deal

The Associate Energy Minister is pushing for urgent action on steep power generator profits, as big industry users struggle with bills.

Shane Jones yesterday suggested severe action -- referencing Prime Minister Helen Clark breaking Telecom in half over similar concerns.

The Minister says the wholesale energy market rules and settings aren't fit for purpose - and the country cannot be governed entirely for the share-market.