Comparison sites given kitemarks

Ofcom, the communications watchdog, has awarded kitemarks to two price-comparison advisory services for their "clear and accurate price information".

The two companies to receive the awards are Simplifydigital and Broadband Choices. Both were commended for the information they provide to consumers, which was described as "accessible, accurate, transparent, comprehensive and up to date," following testing by Ofcom.

Ed Richards, chief executive of Ofcom, said: "Clear and accurate price information on communications services is fundamental to consumer choice. The Price Accreditation kitemark will assure consumers that the price-comparison calculator they are using is up to date and reliable."

Surveys show that impartiality is the single most important factor of all those considered by customers when they use a comparison service with more than two-thirds of respondents wanting reassurance that the advisor they were speaking to was genuinely impartial.

Simplifydigital provides information on buying a digital TV, broadband and home phone services. Chief executive Charlie Ponsonby said consumers can save an average of £160 per year through clever and informed choices.

However, "finding the right deal can be a nightmare in a world of complicated technology and confusing offers. Trust, transparency and impartiality are the biggest concerns of consumers," he said.

Broadband Choices, the other recipient of the kitemark, offers advice to consumers on broadband deals from all of the UK's internet service providers.

www.simplifydigital.co.uk
www.broadbandchoices.co.uk
www.ofcom.org.uk