Customers shopping online for personal lines insurance in Britain may not have equally reliable buying experiences, according to a report released by the FSA.

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

The FSA's review looked at:

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

o Clarity of the levels of excess that apply to insurance policies.

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

"We welcome innovation and competition in the rapidly expanding insurance comparison Web site market," Ed Harley, the FSA's head of financial promotions, said in a statement. "However, we are keen that the market develops in a way that ensures customers are treated fairly, and expect comparison sites to provide information that is clear, fair and not misleading.

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

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

The FSA said the review follows earlier assessments in 2006 and 2007. The regulator said it determined then that no immediate action was necessary, other than to follow the development of the market. However, the FSA said it is continuing to monitor the growth of the market both in terms of the number of Web sites and the volume of consumers using them.

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

The FSA said it would follow up its review by visiting individual firms to test whether the information they provide is appropriate.

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