Competition watchdog alerts consumers about the use of ‘trusted trader’ websites
The Competition and Markets Authority (CMA) has issued a warning to consumers who rely on ‘trusted trader’ sites, cautioning that the promised assurance is not always guaranteed. Trader recommendation sites, which assist individuals in finding and contacting tradespeople such as builders, plumbers, and heating specialists, often claim that the advertisers have undergone vetting or quality assessments. However, the CMA advises consumers not to solely trust terms like ‘trusted’, ‘reliable’, or ‘expert’ when describing traders but to opt for sites that validate traders by confirming necessary licenses, insurance, and certifications.
Furthermore, the CMA recommends that these sites implement robust complaints procedures, support in dispute resolution, monitor traders, take action against poor behaviour, and eliminate rogue traders. Reviews should be labelled as coming from verified customers, and consumers should compare traders based on factors such as experience, qualifications, certifications, and verified customer feedback. Hayley Fletcher, interim senior director of consumer protection at the CMA, emphasised the importance of equipping consumers with tips to navigate trader recommendation sites effectively to find legitimate and reliable traders.
The agency also provided guidance for the sector, specifying that sites must adhere to consumer laws to safeguard consumers while ensuring fair competition for trustworthy professionals who rely on these platforms to connect with clients. Mike Andrews, national coordinator for the National Trading Standards eCrime Team, praised the initiative, highlighting the significance of trader recommendation sites improving their vetting processes and handling consumer complaints more seriously. By following the provided guidance, consumers can now have more confidence in selecting the right tradespeople, while legitimate traders will not miss out on opportunities lost to illegitimate ones.
The CMA expressed expectations for all trader recommendation sites to carefully review the advice issued and assess their practices accordingly. The agency will monitor the sector for any necessary further actions to uphold consumer protection and fair business practices. The advice seeks to promote transparency and accountability within the trader recommendation industry to benefit both consumers and honest professionals alike.
The CMA’s proactive stance aims to tackle issues of misrepresentation and ensure that consumers receive the quality service they expect when engaging with trader recommendation sites. By highlighting the importance of due diligence and thorough evaluation of tradespeople, the guidance serves to empower consumers in making informed decisions and promoting integrity and compliance within the trader recommendation sector. This initiative underscores the commitment to upholding consumer rights and fostering a marketplace where trust and reliability are paramount.