Like its cuddly meerkat mascots, ComparetheMarket has revealed it has real claws

One investigation by the competition watchdog and a £17.9m fine later, the price comparison website finds itself in hot water, writes James Moore

ComparetheMarket’s meerkats have long fronted its consumer ads

Meerkats are cute, loveable creatures that work in teams, have each other’s backs and are adored by kids. No wonder ComparetheMarket chose them for the centrepiece of its ubiquitous advertising and used offers of cuddly toys based on Aleksandr Orlov, Sergei and their pals to boost its business.

It should be said, however, that real life meerkats also have the sharp claws and predatory instincts necessary to survive on a carnivorous diet.

Judging by findings of the Competition & Markets Authority (CMA), which has slapped a £17.9 fine on the company, you might very well come to the conclusion that this makes them all the more appropriate as corporate mascots for its business. Simples.