The Australian Competition and Consumer Commission will closely monitor comparison websites to ensure buyers of insurance and other products are not misled.

Chairman Rod Sims told the National Consumer Congress last week that comparator sites are a priority for the regulator, which sets out its key focus areas each year.

“These websites can improve transparency and promote competition. However, the information displayed on them can on occasion mislead consumers in significant ways,” Mr Sims previously told a business lunch.

“We will be working with industry to improve standards around comparator websites and will take enforcement action where appropriate.”