Internet users in 15 US states are trialing an Adwords Comparison Ads system by Google, in which the search engine delivers mortgage product information from participating lenders in return for a fee if a user requests a quote. Its caused concern in the UK market, that a similar scheme, here, might damage smaller lenders who don't sign up (with its giant share of the search market, Google can quickly "define" a sector); might damage the already broken mortgage brokerage sector; might damage established price comparison sites. More here.

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