Preamble
The purpose of this Code of Advertising is to establish a set of ethical guidelines and rules for comparison websites that advertise and display comparison charts of various products and services. This code aims to promote transparency, accuracy, and fairness in advertising, while also ensuring that consumers are provided with unbiased, reliable, and helpful information for making informed decisions.
- Transparency and Disclosure:
1. Comparison websites must clearly disclose their revenue sources, including any sponsored listings, affiliate links, or other forms of compensation, such as commissions.
1.2. The ranking of products or services can be affected by commissions, as long as the user can clearly see this and there is no attempt to deceive the user regarding how products or services are ranked.
1.3. Sponsored or promoted listings must be clearly identified and differentiated from regular, organic listings.
1.4. Websites must disclose any relationships or partnerships they have with the companies, products, or services being compared.
1.5. Any biases, limitations, or potential conflicts of interest in the comparison process must be explicitly stated and explained, including cases where a comparison site is owned directly or indirectly by a company offering a service or product ranked on the site. - Accuracy and Reliability:
1. Comparison websites must ensure that the information presented in their charts is accurate, up-to-date, and based on reliable sources.
2.2. Websites should regularly review and update their comparison data to ensure its relevance and accuracy.
2.3. Comparison websites must provide a clear methodology for how the products and services are ranked or rated, including any scoring or weighting systems used. - Fairness and Impartiality:
1. Comparison websites must treat all products and services fairly and impartially, without favoritism or discrimination.
3.2. Websites should provide a comprehensive and diverse selection of products and services for comparison, without intentionally excluding or promoting specific options.
3.3. Comparison websites should not manipulate or skew data to favor particular products, services, or companies. - Original and Expert Content:
1. Comparison websites must feature their own original content that is not copied from elsewhere.
4.2. If content is presented as if written by an expert, it must be original and cannot be generated by an AI tool.
4.3. In case the site displays written reviews, it should clearly state whether the reviews are user-generated or written by the comparison site’s editor.
4.4. Reviews presented on the site must be genuine and not fabricated. - Clarity and Usability:
1. Comparison charts and related information should be presented in a clear, concise, and user-friendly manner.
5.2. Websites should provide users with the necessary tools and filters to customize their comparison experience based on their individual needs and preferences.
5.3. Websites must provide clear and easily accessible explanations for any technical terms, jargon, or abbreviations used in the comparison process. - Responsible Advertising:
1. Comparison websites must adhere to relevant advertising laws and regulations, as well as ethical advertising standards.
6.2. Advertising content must not be misleading, deceptive, or false.
6.3. Websites should not use aggressive, intrusive, or manipulative advertising techniques, such as pop-ups or excessive use of clickbait. - Privacy and Data Protection:
1. Comparison websites must respect users’ privacy and protect their personal data in accordance with applicable data protection laws and regulations.
7.2. Websites should have a clear and comprehensive privacy policy that informs users about how their data is collected, used, and shared.
7.3. Comparison websites must obtain explicit user consent before collecting, processing, or sharing any personal data. - Accountability and Complaints:
1. Comparison websites should provide a clear and easily accessible channel for users to submit feedback, complaints, or report inaccurate information.
8.2. Websites must take appropriate action to address and resolve any valid complaints or inaccuracies in a timely and efficient manner.
8.3. Comparison websites should be open to external reviews or audits to ensure compliance with this Code of Advertising and maintain a high level of trust and credibility.
8.4. In case a comparison site is owned directly or indirectly by a company offering a service or product ranked on the site, the site must clearly and prominently disclose this fact to the end user.
8.5. The site should clearly indicate the nature of written reviews, whether they are user-generated content or created by the editor of the comparison site itself, and ensure that reviews are genuine and not fabricated. - Inclusivity and Scope of Comparison:
1. In case a comparison site does not include all products or services within a specific niche, it must clearly and prominently indicate this limitation to the user.
9.2. Comparison websites should strive to include a diverse and representative selection of products and services in their comparisons to provide users with a comprehensive understanding of the market.
9.3. Websites should periodically review and update their selection of products and services to ensure that new and relevant options are included in the comparisons. - Compliance with FTC Guidance:
1. While the specific requirements of the FTC for comparison websites may not always be clear, we will make our best effort to understand them and request that sites accredited by us follow these guidance rules.
10.2. Accredited sites must be proactive in addressing and rectifying any issues that conflict with FTC guidance and other applicable rules and regulations.
10.3. It remains the responsibility of each comparison website to ensure they are in full compliance with all relevant rules and regulations. Accreditation by our organization does not guarantee compliance, and passing our accreditation process should not be considered as a guarantee of meeting all legal and regulatory requirements.
