Opinion for the Court filed by BAZELON, Circuit Judge.
Dissenting opinion filed by ROBB, Circuit Judge.
BAZELON, Circuit Judge:
Petitioners, municipally-owned utilities, challenge a rule promulgated by the Federal Power Commission (FPC) permitting “comprehensive interperiod tax allocation” (CITA) for interstate suppliers of gas and electricity. The rule allows suppliers to “normalize” an unspecified number of tax benefits,1 a process that permits the utilities to defer tax payments but include the deferred costs in current rates. Petitioners, who buy power wholesale and distribute it locally, allege that the Commission failed to provide a reasoned basis for its action and improperly neglected the anticompetitive consequences of its new policy. We agree and remand for further proceedings.2
I.
The dispute over normalization versus “flow-through” of tax benefits arises when utilities have the opportunity to defer cur[69]*69rent tax liabilities. Under normalization, a utility receives the benefit of the tax deferral but charges rates as though the postponed taxes had been paid. The difference between the taxes actually paid and the larger amount charged to ratepayers is ordinarily retained in a “deferred tax” account. Until the deferred taxes fall due, the funds “are available to the company as working capital free of any charges for interest or dividends.”3 Without normalization, intervenors claim, utilities may have to raise future rates to pay the deferred liability, thus shifting expenses incurred by current consumers to future ratepayers.
Advocates of flow-through, however, contend that under normalization the consumer pays “phantom” taxes. Unless tax benefits are passed on to the taxpayer, the argument goes, the utility will reap a permanent tax saving, since so long as the expenses subject to normalization remain stable or increase, the benefits of postponing present tax liabilities will more than offset previously deferred taxes that currently fall due.4 This proposition is strengthened in periods of inflation, when current liabilities will likely exceed previously deferred expenses.5
The question of normalization versus flow-through first arose before the Commission following the 1954 enactment of § 167 of the Internal Revenue Code, permitting the use of accelerated depreciation for tax purposes.6 The Commission, emphasizing the congressional goal of encouraging industrial expansion, initially let utilities normalize the benefits of rapid depreciation.7 In the 1960s, however, the FPC decided that the power industry would expand faster in response to increased, consumer demand resulting from lower prices, so it forced the utilities to include in rates only taxes actually paid.8 The Fifth Circuit, noting that utilities should not be able to win a permanent tax saving through normalization, upheld the adoption of flow-through as a justifiable exercise of the Commission’s discretionary authority.9
The Tax Reform Act of 1969 partially reversed Commission policy. It allowed a utility to use accelerated depreciation on [70]*70property acquired after 1969 while charging higher rates to cover the tax expenses that would result from straightline depreciation.10 Faced with changing economic conditions in the industry — notably, a reported shortage of natural gas, and of energy generally — the Commission extended normalization to utility property acquired before 1970. The Supreme Court upheld the agency’s third policy change in this area in twenty years, stressing the Commission’s broad responsibility to regulate in the public interest.11
II.
The instant case, a rulemaking proceeding begun in 1971, is the most recent episode in the ongoing saga of normalization versus flow-through. After receiving public comments, the agency issued Order No. 530 on June 18,1975, announcing a “general policy” in favor of permitting CITA following “appropriate factual showings” in individual rate proceedings.12 The Commission offered seven examples of tax payments covered by its order,13 noting that “changed circumstances” required the extension of normalization.
The situation has changed from a period where gas consumption was encouraged to a period of curtailment, and from a period when raising capital was not a problem to a period when pipelines face serious problems in generating and attracting needed capital.
The electric industry today shares many of the problems of the natural gas industry.14
Greater use of normalization, the agency said, would improve the regulated firms’ cash flow and reduce their need for external financing.
In response to petitioners’ request for rehearing, the Commission modified its rule in Order 530-A, on January 19, 1976. The new order attempted to define the “appropriate factual showings” needed to qualify for CITA. The Commission said that a utility seeking normalization would have to demonstrate that CITA would result in only a tax deferral, not a permanent tax saving. Cash flow needs would be relevant to such a showing, but normalization would not be permitted without proof that no tax saving would result.15 Although the FPC agreed with petitioners that economic conditions had improved for utilities, it reiterated its “general findings of the need for increased cash flow for utilities.”16 Petitioners’ claim that normalization might adversely affect competition was left for case-by-case resolution.17
Again the FPC granted rehearing, this time at the request of a group of utilities, and on July 6, 1976, the Commission issued Order 530-B, rejecting the tax saving/tax deferral distinction and adopting a general policy of permitting normalization. The Commission proclaimed that normalization would be acceptable so long as it involved only “timing differences rather than . permanent differences between book and tax treatment.”18 It reviewed each of the seven examples of tax benefits explicitly covered by its order, and concluded that there was no basis for predicting that tax [71]*71savings would arise from normalization.19 And in denying petitioners’ request for yet another rehearing for consideration of the tax saving and competition issues,20 the Commission again prescribed case-by-case handling of competition problems. Surprisingly, however, the agency abandoned its previous insistence that normalization was needed to protect the industry’s financial health. Citing an opinion of the American Institute of Certified Public Accountants, the Commission held normalization “the proper and preferable method for ratemaking and accounting purposes.” 21
III.
Petitioners say that the Commission improperly discarded the distinction between tax deferral and tax saving in its final orders.22 They urge that the possibility of a permanent tax saving through normalization, recognized by many courts,23
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Opinion for the Court filed by BAZELON, Circuit Judge.
Dissenting opinion filed by ROBB, Circuit Judge.
BAZELON, Circuit Judge:
Petitioners, municipally-owned utilities, challenge a rule promulgated by the Federal Power Commission (FPC) permitting “comprehensive interperiod tax allocation” (CITA) for interstate suppliers of gas and electricity. The rule allows suppliers to “normalize” an unspecified number of tax benefits,1 a process that permits the utilities to defer tax payments but include the deferred costs in current rates. Petitioners, who buy power wholesale and distribute it locally, allege that the Commission failed to provide a reasoned basis for its action and improperly neglected the anticompetitive consequences of its new policy. We agree and remand for further proceedings.2
I.
The dispute over normalization versus “flow-through” of tax benefits arises when utilities have the opportunity to defer cur[69]*69rent tax liabilities. Under normalization, a utility receives the benefit of the tax deferral but charges rates as though the postponed taxes had been paid. The difference between the taxes actually paid and the larger amount charged to ratepayers is ordinarily retained in a “deferred tax” account. Until the deferred taxes fall due, the funds “are available to the company as working capital free of any charges for interest or dividends.”3 Without normalization, intervenors claim, utilities may have to raise future rates to pay the deferred liability, thus shifting expenses incurred by current consumers to future ratepayers.
Advocates of flow-through, however, contend that under normalization the consumer pays “phantom” taxes. Unless tax benefits are passed on to the taxpayer, the argument goes, the utility will reap a permanent tax saving, since so long as the expenses subject to normalization remain stable or increase, the benefits of postponing present tax liabilities will more than offset previously deferred taxes that currently fall due.4 This proposition is strengthened in periods of inflation, when current liabilities will likely exceed previously deferred expenses.5
The question of normalization versus flow-through first arose before the Commission following the 1954 enactment of § 167 of the Internal Revenue Code, permitting the use of accelerated depreciation for tax purposes.6 The Commission, emphasizing the congressional goal of encouraging industrial expansion, initially let utilities normalize the benefits of rapid depreciation.7 In the 1960s, however, the FPC decided that the power industry would expand faster in response to increased, consumer demand resulting from lower prices, so it forced the utilities to include in rates only taxes actually paid.8 The Fifth Circuit, noting that utilities should not be able to win a permanent tax saving through normalization, upheld the adoption of flow-through as a justifiable exercise of the Commission’s discretionary authority.9
The Tax Reform Act of 1969 partially reversed Commission policy. It allowed a utility to use accelerated depreciation on [70]*70property acquired after 1969 while charging higher rates to cover the tax expenses that would result from straightline depreciation.10 Faced with changing economic conditions in the industry — notably, a reported shortage of natural gas, and of energy generally — the Commission extended normalization to utility property acquired before 1970. The Supreme Court upheld the agency’s third policy change in this area in twenty years, stressing the Commission’s broad responsibility to regulate in the public interest.11
II.
The instant case, a rulemaking proceeding begun in 1971, is the most recent episode in the ongoing saga of normalization versus flow-through. After receiving public comments, the agency issued Order No. 530 on June 18,1975, announcing a “general policy” in favor of permitting CITA following “appropriate factual showings” in individual rate proceedings.12 The Commission offered seven examples of tax payments covered by its order,13 noting that “changed circumstances” required the extension of normalization.
The situation has changed from a period where gas consumption was encouraged to a period of curtailment, and from a period when raising capital was not a problem to a period when pipelines face serious problems in generating and attracting needed capital.
The electric industry today shares many of the problems of the natural gas industry.14
Greater use of normalization, the agency said, would improve the regulated firms’ cash flow and reduce their need for external financing.
In response to petitioners’ request for rehearing, the Commission modified its rule in Order 530-A, on January 19, 1976. The new order attempted to define the “appropriate factual showings” needed to qualify for CITA. The Commission said that a utility seeking normalization would have to demonstrate that CITA would result in only a tax deferral, not a permanent tax saving. Cash flow needs would be relevant to such a showing, but normalization would not be permitted without proof that no tax saving would result.15 Although the FPC agreed with petitioners that economic conditions had improved for utilities, it reiterated its “general findings of the need for increased cash flow for utilities.”16 Petitioners’ claim that normalization might adversely affect competition was left for case-by-case resolution.17
Again the FPC granted rehearing, this time at the request of a group of utilities, and on July 6, 1976, the Commission issued Order 530-B, rejecting the tax saving/tax deferral distinction and adopting a general policy of permitting normalization. The Commission proclaimed that normalization would be acceptable so long as it involved only “timing differences rather than . permanent differences between book and tax treatment.”18 It reviewed each of the seven examples of tax benefits explicitly covered by its order, and concluded that there was no basis for predicting that tax [71]*71savings would arise from normalization.19 And in denying petitioners’ request for yet another rehearing for consideration of the tax saving and competition issues,20 the Commission again prescribed case-by-case handling of competition problems. Surprisingly, however, the agency abandoned its previous insistence that normalization was needed to protect the industry’s financial health. Citing an opinion of the American Institute of Certified Public Accountants, the Commission held normalization “the proper and preferable method for ratemaking and accounting purposes.” 21
III.
Petitioners say that the Commission improperly discarded the distinction between tax deferral and tax saving in its final orders.22 They urge that the possibility of a permanent tax saving through normalization, recognized by many courts,23 violates the basic tenet of rate regulation that a utility is entitled to earn its cost of service plus an adequate rate of return.24
Until now, normalization has been upheld when there was at least a very low probability of tax saving.25 A rule favoring normalization would reverse the presumptions in rate hearings. Rather than require a demonstration that normalization will generate only a tax deferral, Order 530-B would require a showing that a saving would occur in order to bar CITA. Such proof would have to overcome the Commission’s statement that the seven examples [72]*72discussed in Order 530-B do not involve possible tax savings, but “represent items for which there is only a timing difference.” 26 This pro-normalization policy must comport with the spirit of federal utility regulation by ensuring that consumers at least will suffer no detriment under CITA.27
That this case presents a rule, announced in an order, with direct impact on ratemaking, raises questions about the proper standard of review. We will proceed under § 19(b) of the Natural Gas Act, which prescribes a “substantial evidence” standard for findings of fact in orders.28 Courts initially restricted .§ 19(b) to appeals of adjudications,29 but we think the statute’s language does not support the distinction between orders derived from adjudications and those growing out of rulemaking. As one court has observed, the Natural Gas Act “refers more or less indiscriminately to ‘rules,’ ‘regulations,’ and ‘orders.’” Union Oil Co. v. FPC, 542 F.2d 1036, 1040 (9th Cir. 1976). Our course is supported by the Commission’s frequent practice of acting by order, without classifying a proceeding as either rulemaking or adjudication.30
In response to these considerations, this court began to review FPC rule-making under § 19(b) so long as.(l) the rule had a direct and immediate effect on the appellants, and (2) there was a sufficient evidentiary record to permit review by an appellate court.31 The second leg of this standard can raise problems, however, because the record produced in notice and comment rulemaking frequently lacks designated factual findings. As a result, it becomes crucial that the Commission’s order include a reasoned opinion detailing those factual elements in the record that underlie the Commission’s actions.32 Our review, as [73]*73set forth in Permian Basin Area Rate Cases, 390 U.S. 747, 792, 88 S.Ct. 1344, 1373, 20 L.Ed.2d 312 (1968), must determine “whether each of the order’s essential elements is supported by substantial evidence.”33 Of course, to the extent that a rule represents a policy decision without direct factual reference, our review also requires that the Commission action be the product of reasoned decisionmaking.34
IV.
Although the initial orders in this proceeding relied on factual findings of economic conditions in the power industry, the orders now before us rest on general policy considerations.35 Consequently, in § 19(b) review of rulemaking, the court must “assure itself that the Commission has given reasoned consideration to each of the pertinent factors.”36 Our limited review function can be effective “only if the Commission indicates fully and carefully the methods by which, and the purposes for which, it has chosen to act, as well as its assessment of the consequences of its orders for the character and future development of the industry.”37 We find the FPC orders before us fail to (1) assess the consequences of its action for the industry, and (2) indicate “fully and carefully” the purposes behind the order.
The orders provide no indication of the impact on consumers or utilities of adopting CITA. Not only is there no statement as to the financial resources at issue in the pro[74]*74ceeding,38 but the orders also fail to specify all the expenses that would be covered by CITA, offering instead seven examples without further explanation. Of course, precise quantification of all elements of proposed Commission action is not required. Still, some indication that the agency has gauged the likely effects of its course is essential.39
Moreover, the discussion of the seven examples in Order 530-B is incomplete. The order first deals with the normalization of pension costs, taxes, and other expenses incurred during plant construction, all of which can be deducted from current taxes. The order finds normalization “especially appropriate” in these instances, which are, in financial terms, the most significant categories covered by the order. “[I]n any year in which plant construction slackens,” the Commission claims, “a company’s deferred taxes amortized could exceed its new deferrals.” J.A. 851. But there is nothing in the order to support this implicit conclusion that fluctuation in construction activity will prevent utilities from gaining a tax saving. Indeed, the protracted nature of the large-scale construction projects that characterize the power industry suggests that fluctuations in building activity may not be very great. In addition, if the Commission correctly based Orders 530 and 530-A on its view that both the natural gas and electric industries must expand, then the conditions for a tax saving, rather than a mere deferral, may be present if construction-related tax benefits are normalized.
The other, less significant, examples cited in Order 530-B receive summary treatment. We do not pass on the accuracy of the agency’s assessment that there is little danger of a tax saving with respect to these items, because there is insufficient explanation of the Commission’s position for effective review.
Perhaps more notable than the inadequacy of the Commission’s estimate of the impact of CITA is the failure to explain.the goals of its policy. Order 530-B states only that the purpose of the Commission’s action is to reduce uncertainty about utility revenues so the utilities will be better able to attract capital, “with resultant lower costs to consumers”; that both utilities and consumers will benefit from easier financial planning under a blanket rule in favor of normalization; and that rate cases should be shortened.40 This statement will not hold. These virtues attributed to the general rule of normalization are characteristics of any general rule. And, by the terms of the Commission’s discussion, a blanket policy in favor of flow-through would generate equivalent benefits.41
[75]*75The sole remaining basis for the Commission’s action is its naked assertion in the Order Denying Rehearing that normalization is “the proper and preferable method for ratemaking and accounting purposes.”42 As the Supreme Court has observed, “generalities do not supply the requisite clarity” to permit a reviewing court to sustain an FPC order.43 Although we are bound to respect agency expertise when reasonably exercised, we cannot rely on bland assurances that a policy is, indeed, to be preferred. This is particularly true where, as here, questions are raised as to the congruence of that policy with broad statutory goals. Moreover, despite the obvious relevance of accounting precepts for some regulatory policies, they cannot supply an independent basis for action when they may conflict with established ratemaking principles.44
V.
Petitioners also allege that Order 530 — B may have serious anticompetitive impact in states that require flow-through of deferred tax benefits. Wholesalers in such states could'be subject to a “price squeeze”: they might have to pay the deferred taxes to interstate suppliers while state regulators would require that such benefits be flowed through in retail rates. We remand to the Commission for further action on this issue as well.45
On numerous occasions the Supreme Court has recognized both the importance of competition in regulated industries and the responsibility of regulatory agencies to encourage competitive forces.46 The FPC has been required to examine the impact on competition of ratemaking orders47 the issuance of utility securities,48 and industry supply practices.49 The price squeeze question raised by petitioners parallels the issue confronted in FPC v. Conway Corp., 426 U.S. 271, 96 S.Ct. 1999, 48 L.Ed.2d 626 (1976), where it was alleged that by increasing wholesale prices, an interstate supplier would squeeze wholesalers with whom it also competed at the retail level. The Court instructed the Commission to consider the relationship between its own rates for interstate power sales and state rate schedules. Id. at 280, 96 S.Ct. 1999.
The question before us is whether the Commission’s determination to review the [76]*76price squeeze issue on a case-by-case basis was reasoned decisionmaking. In Order 530-A, the Commission resolved, without further discussion, to consider this contention only in particular cases.50 The Commission discussed the issue in one paragraph in the Order Denying Rehearing of Order 530 — B. First, relying on its finding that normalization would bring only timing differences in tax payments, the agency denied that it had to consider the price squeeze problem at all. J.A. 877. The order, however, then counselled petitioners that a price squeeze might not “necessarily” occur under normalization, and concluded that the issue would be dealt with best in specific cases. There may be good cause for the view that price squeeze situations will not result from adoption of CITA, or that case-by-case treatment, rather than review in a rulemaking proceeding, would be a superior administrative method for handling the problem. Unfortunately, such rationales cannot be found in the Commission’s glancing treatment of the matter.
Consequently, the orders are remanded to the Commission for further action not inconsistent with this opinion.
So ordered.