The Financial Conduct Authority (FCA) has found that some price comparison websites operating in the general insurance sector are failing to meet consumers’ expectations of them and, in some cases, the FCA’s regulatory standards.

In a thematic review, the FCA found that the websites did not always ensure that consumers were given the appropriate information to help them make informed decisions.

This is particularly important as FCA is concerned that consumers’ focus on headline price and brand when using PCWs could distract from crucial product features such as policy coverage and terms.

By failing to provide clear information, the websites are increasing the risk that consumers may buy products without understanding key features such as level of cover or excess levels and purely focus on the price, said the FCA.  While a few websites did provide this information clearly the level of clarity varied significantly depending on the provider.

Clive Adamson, FCA director of supervision said: "Price comparison websites have increased in popularity among consumers with an estimated one third of consumers buying their motor insurance policy through them. They provide an important service for millions of consumers bringing convenience and simplicity to buying financial products online.

“However, our review found that they were not meeting our requirements in delivering fair and consistent outcomes for consumers.  We also found, through our consumer research, that consumers had a number of misconceptions about the services they provided.

“We expect price comparison websites to take on board the findings of the review. It is also important for consumers to understand that not all products are the same and the cheapest product may not always be the best for their needs."

Key findings of the FCA’s review were that price comparison websites did not make clear their role in the distribution of the product or the nature of service they provided, and not all comparison sites, that were part of a larger group of an insurer or broker, disclose this potential conflict of interest, which is against FCA rules.

The FCA has asked price comparison websites to take action on the specific areas identified where they are not meeting the required standards to ensure customers get a product that meets their needs.