Customers shopping online for personal lines insurance inBritain may not have equally reliable buying experiences, accordingto a report released by the FSA.

The United Kingdom's Financial Services Authority said todaythat it reviewed 17 insurance comparison Web sites and found that,although they are all appropriately authorized, there was mixedevidence in terms of the clarity, fairness and accuracy of theinformation given to customers.

The FSA's review looked at:

o Whether consumers were encouraged to consider features otherthan price before purchasing products.

o Clarity of the levels of excess that apply to insurancepolicies.

o Whether firms have appropriate systems and controls in placefor ensuring that key product features included within insurers'policies are correctly listed on their site and that they correctlyrelay consumer information to brokers and insurers.

"We welcome innovation and competition in the rapidly expandinginsurance comparison Web site market," Ed Harley, the FSA's head offinancial promotions, said in a statement. "However, we are keenthat the market develops in a way that ensures customers aretreated fairly, and expect comparison sites to provide informationthat is clear, fair and not misleading.

"We recognize that many consumers use these Web sites to searchfor insurance products. Consumers should shop around for the bestdeal, but it is important that they compare what's covered by apolicy, and not just focus on the price."

The sites are primarily used by consumers searching for auto orhomeowners insurance who then later obtain their policies throughan agent or broker.

The FSA said the review follows earlier assessments in 2006 and2007. The regulator said it determined then that no immediateaction was necessary, other than to follow the development of themarket. However, the FSA said it is continuing to monitor thegrowth of the market both in terms of the number of Web sites andthe volume of consumers using them.

The FSA is also providing a Web site to help consumers in theirpurchase of insurance through comparison Web sites.

The FSA said it would follow up its review by visitingindividual firms to test whether the information they provide isappropriate.

Stephen Haddrill, the director general for the Association ofBritish Insurers, said in a separate statement: "Comparison Websites help customers get a good deal. The best are those thatprovide clear, accurate and up-to-date information about the policycover as well as price. The FSA is right to focus on ensuring thatmore sites are of this quality. We support their guidance and plansfor regular visits to firms. We also believe the FSA's reviewshould be extended to cover all financial services comparison Websites."