Find out about Ofcom's voluntary accreditation scheme for price comparison websites, including how to apply.
Ofcom believes all telephone, broadband and pay-TV customers should get a fair deal. We want customers to shop around with confidence, make informed choices and get the right deal for their needs.
Comparison tools, like price comparison websites, provide a valuable service for people navigating the broad range of phone, broadband and pay-TV products available today. We operate a voluntary accreditation scheme that comparison tools can join, provided they meet certain standards. We do this to help build trust in the service they offer to customers.
Ofcom will consider certifying comparison tools for relevant services that fall among those defined by the European Electronic Communications Code (EECC). These include, but are not limited to:
- Mobile
- Landline
- Broadband
- Voice over internet protocol (VoIP)
- Bundled services
Apply for accreditation
If it's your first time applying for Ofcom to accredit your tool, you first need to complete a preliminary eligibility check. Email us at comparison.tools@ofcom.org.uk, telling us:
- when your comparison service was launched;
- the relevant service(s) for which comparison information is provided;
- how results are calculated;
- how many users have used the calculator to compare services and/or switch; and
- how the business model works, including:
- whether the organisation receives commission payments from communications providers;
- whether the organisation is run or owned by a communications provider; and
- whether users are charged to access the service.
If Ofcom is satisfied that your tool could meet our criteria, we will ask you to complete an application form (ODT, 44.9 KB) and return it to us. We will also ask an independent auditor to carry out a technical audit of your tool.
We will let you know if your application is successful. If it is, you can display the scheme’s logo on your website and in publicity campaigns (subject to branding and display guidelines).
For more information about the application process and our criteria, please read our Statement: Digital comparison tools for telephone, broadband and pay-TV (PDF, 594.9 KB) – specifically Section 4, Summary for applicants.
More about the scheme
In 2021, we made changes to our accreditation scheme, to make sure that comparison tools continue to work for customers of communication services. The current scheme criteria took effect on 30 April 2021.
Existing scheme members should ensure they comply with the latest criteria. You can continue to carry the ‘approved by Ofcom’ logo on their website while your reaccreditation assessment is pending, subject to branding and display guidelines.