Can we trust results of comparison sites?

THE Competition and Markets Authority (CMA) has launched a study into comparison sites amid concerns over whether consumers can trust the information they give.

The consumer watchdog will focus on car insurance, utilities and bank account comparison sites as part of a general review of “digital comparison tools”.

However, it will also try to address concerns over sites that promote certain companies over others based on business contracts, which is seen as limiting fair competition in the market.

Previous research has found that companies can pay as much as £30 to comparison sites for each new customer they gain through them. Rival companies that don’t pay a fee may feature lower on the site, even if they can offer a similar deal.

Andrea Coscelli, CMA acting chief executive, said: “Digital comparison tools have played a big part in changing markets for the better, bringing in new ways of doing things and forcing businesses to up their game. Consumers have benefited as choice and access to goods and services has grown.”

He added: “Some people have also raised concerns, including whether consumers can trust the information that’s available. The study will look at these issues, too.”

Investigation launched into information provided by sites