Short answer: comparison sites and rankings are most often paid for by the very stores, banks, and manufacturers whose offers appear on them: per click, per sale (commission), for a higher position, or through a subscription. That doesn’t mean every ranking is dishonest, but it does mean the order of results may reflect the payer’s interest, not just product quality. Since 2023 in Poland, paid placements must be clearly labeled, and sites with an offer search must disclose the main ranking parameters. In practice, it’s worth looking for a “how we make money” page, checking for “sponsored” labels, and comparing 2–3 sources.
This article is the next step after our guide on reviews on Google, Allegro, and Booking. There we asked whether to trust ratings; here we ask who is behind the order of results. Disclaimer: we are not a law firm, and prices and terms change, so where it matters we state the year of the data.
How comparison sites and rankings make money: 7 models
Before you trust the order of a list, ask where the money comes from. The most common models (descriptions based on Shoper, iFirma, Dealavo, and the sites’ terms of service):
| Model | Who pays and for what | Risk for you |
|---|---|---|
| CPC (cost per click) | A store pays for every visit from the comparison site to its website, regardless of purchase | The site earns from traffic, so it cares about clicks |
| Subscription | A store pays a fixed monthly fee for being listed | Only paying stores are on the list, so it’s not “the whole market” |
| Mixed model | Subscription plus a per-click fee | It’s harder to judge what affects the order |
| Affiliate (CPS/CPL) | Commission per sale or acquired lead, e.g., for an opened account | A product with a higher commission tends to be recommended more eagerly |
| Position bidding | A store sets a bid to rank higher on the list | Position depends partly on the seller’s wallet |
| Display advertising and sponsored spots | A brand pays for a banner, a highlight, or a labeled spot | An ad can look like an organic result |
| Intermediary commission | An agent or broker receives a commission from a bank or insurer (often included in the price) | The ranking includes only partners |
Case study: Ceneo and bidding for a spot on the list
Ceneo is the largest Polish price comparison site. In a 2021 article (page last modified: April 2026), Dealavo describes how stores pay per click from about PLN 0.27 to PLN 1, depending on the category and season. There is also bidding for a position in the ranking (bids from PLN 0.01), a “Buy Now” program with a 1.6% commission on sales, and in the Handmade category a 15% commission applies instead of CPC. The prices are a few years old and may be outdated, but the model shows the mechanism.
Practical takeaway (our advice): treat the first offer on Ceneo as a starting point, not as “the best.” Change the sorting to price including shipping, check the store’s reviews, and go to the store’s website to verify the final price.
11 examples: who pays and how to spot it
The examples below combine facts from sources (marked) and typical situations (marked as illustrative), so you can see different variants of the same mechanism.
| # | Where | Who pays | How to spot or check it |
|---|---|---|---|
| 1 | Ceneo (price comparison) | Stores: CPC, position bidding, additional programs (Dealavo, 2021) | Change the sorting, look at store reviews, check the price on the store’s website |
| 2 | Allegro (offer search) | Sellers, for promotion. Since 2024, labels “sponsored,” “promoted,” “contains a promotion” (Tabletowo) | Click the label: you’ll see why the offer is displayed and who paid for it |
| 3 | Rankomat (insurance) | Insurance companies: the agent’s commission is included in the premium. The ranking is at the same time the agent’s recommendation (terms of service) | Only companies with an agency agreement are on the list; you can check the rest via “Check price” |
| 4 | Google Shopping | Stores can pay for product ads (general description; check the details in the service’s terms) | Look for the “Sponsored” label above the results and next to products |
| 5 | Google Shopping and the EU ruling | In case T-612/17, the EU General Court found that Google favored its own comparison service, and in 2024 the EU Court of Justice upheld the €2.42 billion fine | An example that a search engine itself can order results in its own interest |
| 6 | Booking.com | Properties pay commissions; in 2021 the ACM reported that Booking committed, among other things, to explain that some results rank higher because providers paid for it | We described this in detail in our guide on reviews and ratings |
| 7 | A “TOP 10 best” blog (typical situation) | Usually affiliate: the author receives a commission on sales after a click on a partner link (iFirma) | Check whether the text discloses the partnership, describes its testing method, and lists the drawbacks of the top pick |
| 8 | Wirecutter (gear rankings) | Affiliate is one of the main sources of revenue; the site declares editorial independence from its business side (the text comes from the Awin network, so it is promotional in nature) | Look for such a declaration and a description of testing, not just the list itself |
| 9 | An influencer recommending a product | A brand pays in cash, products, or a trip; UOKiK requires clear labeling of advertising | Look for a clear “ad” or “paid partnership” at the beginning, not in a hidden hashtag |
| 10 | A “best accounts/loans” ranking (illustrative) | Banks pay commissions for opened accounts (CPL/CPA) | Ask: are all banks on the list, or only partners? Are the criteria described? |
| 11 | An award or “Best Choice” badge (illustrative) | Sometimes the manufacturer pays for the right to use the badge | Find the organizer, the criteria, and whether participation was paid |
What the law says: Omnibus, UOKiK, and court rulings
- Regulations since January 1, 2023 (the Omnibus Directive): a business that enables product searches must state the main parameters determining the order of results, and paid advertising or payment for higher placement must be clearly disclosed (Forsal, Warto wiedzieć). iFirma explains that this applies to platforms where offers from many businesses are searched, and that a general description of the parameters in an easily accessible part of the site is enough, without disclosing the algorithm. The same regulations explicitly prohibit fake or distorted reviews, and review sites must state whether and how they verify their authenticity.
- Influencer advertising (UOKiK): paid promotion must be clearly labeled, payment can be not only money but also a trip or a product, and “#ad” alone may be insufficient (information from 2021; check the current guidelines).
- Google Shopping: In 2017, the European Commission imposed a fine of €2,424,495,000 for favoring its own comparison service; the EU General Court upheld it on November 10, 2021, and the CJEU dismissed Google’s appeal on September 10, 2024.
- The Dutch ACM (2021): sponsored rankings pose risks to consumers and competition, and many labels are poorly visible or unclear. Importantly, labeling practically did not change purchasing behavior.
Practical takeaway: the law gives you a right to information, but you have to find and read it yourself. We don’t discuss fines and detailed sanctions, because the sources we used don’t provide them.
Is a paid ranking always a bad ranking?
No. The ACM points out that payment can signal a high-quality seller, and the regulator itself did not consider sponsored rankings misleading by definition, nor did it propose banning them. Transparency is key: when you know a result is paid, you can evaluate it.
- Good sign: a “how we make money” page, a description of the method, disclosed partnerships, a clear separation between organic results and ads, and listed drawbacks of the winner.
- Bad sign: no information about commissions, labels hidden while scrolling, a ranking without methodology, all products rated 9/10.
- Hidden risk: an “independent ranking” based exclusively on partners. It doesn’t have to be a scam, but it isn’t the whole market.
How to tell whether a ranking is fair: 8 steps
The list below is our own compilation, based on regulatory requirements and the examples described above. It doesn’t give 100% certainty, but it significantly reduces the risk that you’ll pay for someone else’s interest.
Find the “how we make money” page
A fair site describes its business model: the footer, “About us,” the terms of service, or a separate page on placement rules (Rankomat does this, for example, by referring to its placement rules). The lack of such information is a reason for caution.
Look for ad labels
Look for the words “sponsored,” “promoted,” “ad,” “partnership.” On Allegro, clicking such a label shows why the offer is displayed and who paid.
Check the default sorting
“Relevance” or “recommended” is not the same as “cheapest” or “best rated.” Change the sorting manually and compare the results.
Ask who is missing from the list
Does the site compare the whole market or only partners? On Rankomat, the insurance ranking includes companies with an agency agreement; the rest must be checked separately.
Read the ranking methodology
A good ranking lists its criteria (price, tests, specifications), the date, and drawbacks. If there’s only “our pick,” treat it as a seller’s recommendation.
Compare at least two independent sources
If the same product wins in many places but all the articles have the same partner links, they are not independent confirmations. Look for tests and reviews from outside the affiliate world.
Verify the price at the source
Go to the store’s website, add shipping, and check the terms. Treat the comparison-site price as an invitation, not an offer.
Check the price history
Regulations require that discounts state the lowest price from the last 30 days. An EU sweep in 2026 found that incorrect reference prices were common in the stores examined.
Tricks and life hacks for shoppers
- The three-tab rule: open the same offer on the comparison site, on the store’s website, and in Google. If the price differs, the discrepancy needs an explanation.
- Don’t click the first result automatically: the first spot may be paid for. Scroll down and see what’s among the organic results.
- Search for the phrase “test” or “review” plus the product name: this often leads to materials that have a methodology, not just a list.
- Read the warnings in reviews: negative reviews about delivery or returns say more than the star rating. See also our guide on reviews.
- For finance and insurance: check with the intermediary whether the ranking is also a recommendation (that’s how Rankomat’s terms describe it), and compare the offer directly with the bank or insurer.
- Labeling is only the beginning: ACM research showed that labeling sponsored results practically did not change purchasing behavior. So simply knowing that something is an ad isn’t enough. Ask yourself whether you want to buy it.
Frequently asked questions (FAQ)
Most often the stores whose offers are listed: per click (CPC), per sale (commission), a subscription, or a higher position in the ranking. The user usually doesn’t pay directly.
Not always. On many sites some spots can be paid for, and the list may include only partners. Independence must be checked in the description of the site’s rules and in the ad labels.
It’s a model in which the site’s author receives a commission when a reader clicks a link and buys a product or takes another action, e.g., opens an account. The link itself is nothing bad, but it should be disclosed.
Yes. Regulations in force since January 1, 2023 require clear disclosure of paid advertising or payment for higher placement in search results.
The main parameters determining the order of results, in a general description available in an easily accessible place on the site. They don’t have to disclose the algorithms themselves.
No methodology, no drawbacks of the winner, all products rated very highly, no disclosure of the partnership, and links leading exclusively to one store chain. Such signals don’t prove dishonesty, but they are a reason to check.
Not necessarily. The Dutch regulator ACM noted that payment can be a signal of seller quality. The problem arises when you don’t know the position is paid for.
Ceneo is a popular, widely used site, but its revenue model includes payments from stores, including for position. That’s why it’s worth changing the sorting, checking store reviews, and visiting the seller’s website.
According to Tabletowo from February 2024, “sponsored” means ads from Allegro Ads, “promoted” means promoted offers, and “contains a promotion” means a highlight bought with Coins. Clicking the label shows why you see the offer and who paid for it.
They can be helpful, but they often earn from commissions and include only partners. Treat them as a starting point and check the terms directly with the provider.
Yes, according to the European Commission. In 2017 it imposed a €2.42 billion fine, the EU General Court upheld it in 2021, and the CJEU dismissed Google’s appeal on September 10, 2024.
You can contact a consumer ombudsman or UOKiK. If you have legal doubts, it’s worth consulting a lawyer, because we do not provide legal advice.
Compare the offer in several places, check the seller’s price including shipping, and the price history. For discounts, the store should state the lowest price from the last 30 days.
Buy the “How to Search?” guide
Concrete methods for searching and verifying information, step by step, with dozens of examples.
See the guide → ☕Support us on Suppi
We create these materials in our free time. Every bit of support helps us write more and more often.
Support → ▶️Watch us on YouTube
The same topics in a shorter video format, with concrete on-screen examples.
Subscribe →More from our blog
Sources: Dealavo: Ceneo fees and commissions (2021 data); Shoper: price comparison sites and billing models; iFirma: affiliate marketing and the law; iFirma: the obligation to disclose product placement; Forsal: new consumer protection regulations; Warto wiedzieć: consumer rights 2023; Tabletowo: sponsored offer labels on Allegro; Rankomat: terms of service; Kluwer: the Dutch ACM on sponsored rankings; EU General Court: judgment T-612/17 (Google Shopping); Seeking Alpha: CJEU dismisses Google’s appeal (09/10/2024); Infor: UOKiK on labeling advertising; Awin: Wirecutter (promotional source); European Commission: sweep of 03/26/2026. Details of price lists and terms may change. We are not a law firm, and this text is not legal advice.