An electrically conductive, flexible web material assembly includes a polymer-bonded electrically conductive coating on a flexible, electrically non-conductive carrier, and at least two electrodes for feeding electric current. The electrodes are flexible bands made of an electrically conductive material, and each electrode is fixed on the flat carrier by way of one or more stitches. At least one surface of each electrode has a surface contact with the electrically conductive coating. There are also described a variety of implementations of the electrically conductive, flexible web material assembly in heating elements and in clothing.