Intermediaries

Buying through intermediaries: What consumers need to know

Many people buy products and services through intermediaries without even realising it. You might use one when booking travel, arranging insurance, ordering takeaway food, or buying from an online marketplace. Because intermediaries are so common, many consumer complaints involve them in some way.

What is an intermediary?

An intermediary is a business or person that helps you buy from someone else. They might sell the product themselves, arrange the booking on your behalf, or simply provide a place for sellers to advertise.

There are two main types of intermediaries and knowing which one you’re dealing with is important.

Intermediaries who act only as platforms

Other businesses simply host adverts for sellers or service providers. They do not usually become part of the contract, even if the website looks professional or has checks and ratings in place.

This is common on holiday letting sites, online marketplaces, and taxi apps that use self employed drivers. While these platforms can remove unsafe or misleading listings, their involvement does not make them legally responsible for what the seller provides.

To understand exactly what role the platform plays, you should always check their terms and conditions.

Responsible intermediaries

Some intermediaries take your payment and complete the booking or sale, even though they don’t provide the actual service. In these cases, your contract is usually with the intermediary.

This might happen when a comparison site confirms a flight booking, or a holiday agent takes payment and sends your accommodation details. If the intermediary’s terms and conditions say they are responsible, you should normally contact them if something goes wrong.

You may need to approach the intermediary if your booking never reached the airline or accommodation, if promises made at the point of sale weren’t delivered, or if you were misled about what you were buying.

Finding out who is responsible

The most important step is checking the terms and conditions. These should explain whether the intermediary is acting as an agent, selling directly, or simply hosting advertising. They should also make clear who your contract is with.

This determines who you need to approach if something goes wrong.

When the intermediary is not responsible

If the contract is with the business providing the product or service, your rights are with that trader. You should contact them directly to try to resolve the issue.

If the seller is a private individual, your protections are more limited because consumer law applies differently to private sales. Where something serious has gone wrong, independent legal advice may be necessary.

When the intermediary is responsible

Intermediaries often rely on information provided to them by Service Providers, and while they should take reasonable care and act with professional diligence, they can still make mistakes.

If an intermediary has failed to take reasonable care or has been negligent — for example by passing on incorrect information or not carrying out their role properly — they may be responsible for any problems that arise. If they become aware of an error or missing information, they should take steps to put things right as soon as possible.

If the terms show the intermediary is responsible for your contract, you should raise the complaint with them directly.

Key points to remember

A professional looking website does not always mean the business is responsible for your purchase. Platforms hosting adverts are not automatically liable, and reviews or verification badges do not change who your contract is with.

For complaints, always start by working out who you actually bought from.