The Australian Competition and Consumer Commission (ACCC) has today released industry and consumer guides on the operation and use of comparator websites.

The industry guidance sets out standards to be met, while the consumer guide offers tips to get the best outcomes from such sites.

ACCC Deputy Chairman Delia Rickard says comparator websites can drive competition and help consumers make informed decisions when buying “what are often quite complex products”.

However, she has also expressed concern that “poor conduct by some industry participants can mislead consumers”.

The industry guide is for website operators and businesses listed on them.

It details compliance with competition and consumer protection laws, and sets out three guiding principles: facilitating honest, like-for-like comparisons; being transparent about commercial relationships; and clearly disclosing who and what is compared.

“Operators should carefully read this guidance because there will be no excuse for non-compliance with the Australian Consumer Law,” Ms Rickard said.

The consumer guidance features advice on what is being compared and on commercial relationships.

The ACCC published a review of comparator websites last November. It found several sites, in particular those comparing energy plans, included potentially misleading information, such as the extent of the service, the savings that could be achieved and the impartiality of comparisons.

In August last year Comparethemarket.com.au was fined $10,200 following an infringement notice by the ACCC over claims made in ads promoting health insurance comparisons.

The company guide is available here, and the consumer guide here.