From The BBC:
Comparison websites have “an obvious incentive” to feature companies that pay them most, a competition expert has warned.Professor Catherine Waddams said consumers should ensure comparison sites they use are comprehensive and unbiased. Of five sites she studied only three indicated how they make their money. The Comparison Consortium trade body says its new code of practice is designed to give consumers confidence. Professor Waddams told BBC Radio 4’s Money Box programme that comparison websites for financial products “have an obvious incentive to feature companies that give them the best rewards and companies have an obvious incentive to be featured prominently”.
Research by the programme found that comparison websites make money in several ways, including direct advertising. But much less obvious were the fees for prominent placement and for every customer who “clicks through” to a company, for leads generated and applications made. Some sites make money in all these ways. Professo…
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