The Society of Motor Manufacturers and Traders is backing a Trading Standards report calling for higher levels of protection for internet shoppers.

'Surfing the Big Waves' highlights the problems in policing the web and calls for a body to ensure consumer protection rules are enforced among the dozens of car retailing sites that have sprung up since the internet revolution.

The SMMT said some of these websites imply the manufacturers' list price is what consumers must pay if they choose to buy from UK dealers – and take no account of the potential discounts available to offline car buyers.

Christopher Macgowan, the SMMT's chief executive, said: “To suggest a list price is not open to negotiation and that savings can only be made through a website is wrong because it ignores savings drivers can make through franchised dealers.”