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Issue:- 7 November 2013

Ofcom updates Communication Price Comparison Accreditation Scheme in time for Christmas

IT can be hard to get good information when choosing a new service or switching services, and if online, well the normal thing now is to use price comparison websites. Internet marketing along with slick TV and other advertisements have helped price comparison websites to grow exponentially over the last decade, tapping into a market that many consumers think delivers a good deal quickly and easily. As with any thing quick, there often is a price you might pay for that deal. The UJ's Financial Services Authority (FSA) has slammed comparison websites back in 2011 for not providing enough information on insurance products. Other headlines were to follow... Yet price comparison websites (PCW) have increased in popularity during the recession, as people strive to save cash, and according to some industry experts, they might still be "misleading" people. As popularity grew many experts have spotted that some sites can give greater prominence to companies willing to pay their fees, so customers might think they are getting the "best deal" when in fact they might not be! This has lead on to worries that people and families who rely on these websites, who need the cash the most and do not have the time to travel around for the best deals, might in fact have been missing out on hundreds of pounds, on credit cards, loans, savings and insurance deals. Comparison websites moved from financial and insurance products, to also cover many other services. Services from grocery shopping and electrical shopping and even trade services have now got PCW attention. But how do you know if you are one of the many consumers who use these sites to hunt down the "best possible deals", that you are actually getting the best deal? Take the traditional side of the market, the financial service sector. Back in 2012, a review by major website industry experts found that the majority of sites attempted to list all providers, regardless of whether they pay a commission in the UK. Sadly, they also found that they did not display the commission-free deals on their home page, or they marked it quite difficult to find the commission-free deals on the sites. This led to an investigation by Which? And, back in 2012, Richard Lloyd, executive director of Which? was quoted in the press as saying:- "Price comparison sites claim to do all of the work for you, but our research found if you want to get the best deal you still need to shop around or it could cost you hundreds of pounds. Going to the insurer directly may also give you a better quote." This public and media interest led to the UK's Advertising Standards Authority (ASA) releasing a press release that backed the UK's Office of Fair Trading (OFT) campaign to help the public make the best use of price comparison websites. A review followed, carried out by the OFT. On the 6 November 2013, the Office of Communications (Ofcom), who are the independent telecommunications regulator and communications authority for the UK, introduced improvements to its' voluntary accreditation scheme for price comparison websites, to help consumers using communication comparison websites.

In a Press statement on 6 November 2013, Ofcom told us that:- "Price comparison websites can assist consumers when they are choosing communications services; such as broadband, landline telephone and mobile; as well as TV services. These sites can apply to Ofcom for independent accreditation, which gives assurances to consumers that they are receiving accurate, transparent and comprehensive pricing information. To further improve the accuracy of the information provided to consumers, Ofcom has decided that accredited websites will now face 'spot checks' every 3 months. Accredited websites must now also update their price comparison data at least every 2 weeks, down from 8, and have a fair and timely process for handling complaints."

Ofcom is also requiring accredited websites to:-

►  Provide information on any data usage limits that apply to the services listed in their comparison search results;

►  Explain that internet traffic management policies may apply and include links to communications providers' policies where available;

►  Explain that actual and 'up to' broadband speeds may vary;

►  Provide tools, or links to tools, for consumers to test the speed of their broadband connection;

►  Alert consumers that their provider may increase the price of services and packages and that they should be allowed to exit their contract without penalty if this happens.

Currently, 6 PCWs are Ofcom accredited. These websites are:- Mobilife, Billmonitor, Broadband Choices, Simplify Digital, Broadband.co.uk, and Cable.co.uk.

Claudio Pollack, Ofcom's Consumer Group Director, said:- "The ability to access clear and accurate information on the services they buy is fundamental to consumer choice. Consumers can be sure that by using an Ofcom accredited price comparison service they will be receiving accurate, transparent and comprehensive pricing information to help choose the best deal."

These changes follow a review of the PCW Accreditation Scheme, which was generally found it to be working well by Ofcom, since its introduction in 2006.

Accredited websites will also carry a new logo so that consumers can recognise their Ofcom approved status. Websites who are a part of the independent accreditation scheme will display this logo on them.

Back in 2003 Sir John Bourn, head of the National Audit Office (NAO) is quoted saying:- "It is hard for consumers to understand how to get a good deal for fixed-line telephones, and therefore many do not try. Oftel has been working to help raise awareness, but it needs to have a better understanding of why consumers behave the way they do and should also make it easier for them to compare the tariffs on offer, for example by building on its tariff comparison accreditation scheme." So what do you think about Price Comparison Websites, do you think the market has got better since 2003 or stayed the same? Please email your views to our newsroom via:- news24@southportreporter.com.

Fact of the week:-
 
Did you know that Ofcom operates under the UK's Communications Act 2003?

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