8
20. Cross%selling with no rebates. Even when there is no difference
between the conditions for the packaged product and the same products sold
separately, cross$selling can have an effect on consumer choice. Market
characteristics, especially the lack of transparency may result in a situation
where the mere fact of selling two or more products together creates
considerable market power for distributors.
21. Market power in distribution for loan providers. Market power is the
economic concept of the ability of a firm to profitably raise the market price of a
good or service over marginal cost and thus has a great effect on consumer
choice. The most obvious distribution channel for underwriters is through loan
providers and this is likely to result in considerable market power (economic
strength) for loan providers. This market power is likely to be further
strengthened with the application of tying or bundling practices. In PPI markets
consumers are often mainly engaging with the loan product offered and not with
the accompanying PPI product or its cost. This can lead to loan providers having
a potentially captive audience who do not shop around for alternative insurance
cover and thus do not drive down costs through competition. Loan providers are
thus potentially able to exert market power and charge excessive prices for PPI
and make super$normal profits from it.
9
22. Competition for distributors puts an upward pressure on
commissions. Market power for loan providers results in a situation where PPI
underwriters are more likely to compete for distributors and not directly for
consumers. This is often reflected in a business model where a loan provider
issues a tender for PPI underwriters. Among other factors, the profitability for
the banks is an important factor in these tenders, which have exerted an upward
pressure for commission levels.
10
2.2.2. Group insurance contracts
23. Group insurance contracts may have an effect on market power.
There is evidence that some distributors (credit providers) enter into a general
agreement with insurance providers. This might have an effect on the market
power described above, as in certain cases the insurance element becomes a
part of the credit contract, leaving consumers no choice in choosing PPI. On the
other hand, group contracts may result in more favourable offers from insurers,
but the pass through of these benefits to consumers is not confirmed.
24. The effect of vertical integration. Credit providers, the most important
distributors of PPI sometimes sell insurance coverage from a company belonging
9
Market power of economic strength is a key concept in competition law (antitrust). However, antitrust
intervention is likely only when market power amounts to a dominant position in the market; on the other
hand, market power may have a considerable distorting effect on consumer decisions also in cases where the
intervention thresholds for competition law are not met.
10
UK Competition Commission (2009).