David Worsfold.

Kitemarking sounds such an innocent idea. What can possibly be wrong
with laying down a set of conditions that a financial product must reach
if it is to earn a government-granted kitemark? Plenty, as we are about to
find out.


The likes of Direct Line and Virgin Direct have been pedalling this
kitemarking idea for some time and have, unfortunately, found sympathetic
ears in the Treasury, which has now decided to introduce it alongside the
new Individual Savings Accounts. ISAs today, motor insurance

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