Moneysupermarket have won a minor battle with The Advertising Standards Authority (ASA) and Go Compare over misleading advertising. The debate is over the number of insurers that are compared and how the pricing structure works.
In short, MoneySupermarket won. However, it’s all largely rubbish as so many of these sites pretend to compare 105% (sic) of the market, to save you £500 on your policy or that they visit 200 insurers.
Sure, you can argue it both ways but most comparison sites just want to put huge bold marketing claims in front of eyeballs. Comparing insurers, schemes, brokers, underwriters all yield different numbers – I doubt the public has any idea what’s going on.
Which brings us back to brand…again Moneysupermarket win the numbers game:
Capital One
Credit Made Clearer
lovemoney
Relationship with Your Money
CashQuestions
Personal Finance Problem Solver
Life Cover
Insurance Made Easy
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@George, don’t forget the MONEYsupermarket.com gives a profile for ALL of their traffic – not just insurance. Not exactly fair to suggest that Go Compare should match their domain traffic with a finite number of insurance customers.
Gutted the cowboys won out again though!! They’ve still got Norwich Union Direct in their above the line advertising.
But the worst has to be Compare The Market – “compare over 400 prices!”. I might open a shop with the same claim and sell the same TV for £200.01, £200.02, £200.03, £200.04 …errr, you get the picture.
Tut-tut!
Reading the ASA judgement, I don’t understand why they favoured MS. GC by MS’s own numbers have done more quotes since June. Which means that MS can continue to make their ‘we compare more’ claim on TV when in reality they don’t! Come on ASA get you act together!!