Aggregator site reprimanded for misleading advertising

A leading aggregator site has been fined thousands for a spate of misleading advertising.

The Australian Competition and Consumer Commission (ACCC) fined Compare the Market $10,200 for a pamphlet distributed to letterboxes in Queensland, New South Wales and Victoria earlier this year.

The pamphlet claimed “We now compare more health funds than any other website in Australia”, claims repeated across a number of other platforms, including web and television advertising.

ACCC says there are in fact at least two other websites that compare the policies of more health insurance funds than Compare The Market, including the Private Health Insurance Ombudsman’s website.

ACCC Commissioner Sarah Court says there are more than 30 private health insurers in Australia, offering more than 25,000 health insurance products, with only the Ombudsman’s aggregator comparing all insurers.

“Emerging consumer issues in the online marketplace, particularly in relation to comparator websites, are a current ACCC priority area as it is critical that consumers are able to make informed purchasing decisions,” she says.