Comparison sites warned to clean up acts for customers

PRICE comparison websites have been told to clean up their act by the Office of Fair Trading – which says they need to be more transparent for customers.

While the OFT says price comparison sites can help save money they need to offer ­greater clarity about the way search results are presented.

An investigation into 55 sites found many which could do more to improve their privacy policies and improve the way they deal with complaints.

Clive Maxwell, OFT chief ­executive, said: “Price comparison websites help busy ­shoppers find a good deal, but people might not realise that by being a bit savvier they can get even more out of these websites. Not all price comparison websites have the same standards and we are working closely with the government and regulators to ensure that consumers are empowered to make informed choices.

“We hope this will improve trust and confidence among consumers who do not currently use price comparison websites, and who may be missing out on significant savings as a result.”

Consumer affairs minister Jo Swinson said: “Price ­comparison websites have played a huge role in empowering consumers to make better, more informed choices.

“When a consumer uses these popular and well known sites they believe they are being savvy shoppers, and it’s important that their trust is well-founded.”