Ah yes, I've been waiting for some wag to point this out. It's hardly PROMINENT is it?

"The key advantage moneysupermarket.com has as a comparison service is that we are completely independent. This means we have no bias and unlike many websites do not simply show the providers we have deals with or place the paid-for products at the top of results tables. Instead we work through a process known as 'proactive intervention'.

Proactive intervention means we display the whole of the market and lobby providers to offer exclusives to our users. This frequently produces a situation where every standard product is on our site plus some unique - and even better - exclusives. As moneysupermarket.com is the biggest personal finance aggregator site by both user numbers and volume of applications sourced we negotiate on our customers' behalf in much the same way as Tesco or Asda will demand better deals from grocery suppliers."

Paragraph 1:
Complete transparency and public trust will never be obtained by using affilliate links whereby service providers finance the site. Both the site owners and the service providers have vested interests. This has been detailed by recent events at similar comparison sites.

Paragraph 2:
Nowhere near "the whole of the market" is accounted for - In fact, only a tiny fraction is! If misleading statements are evident here, what does this say for consumer confidence?