INside Performance Marketing
EU Gender Directive Fuels 500% Rise in Car Insurance Searches

EU Gender Directive Fuels 500% Rise in Car Insurance Searches has recorded a 506% increase in car insurance searches in the last month. The figure tells the tale of Britons embarking on a money-saving mission since the new legislation came into play on 21st December last year.

Directive 2004/113/EC, as it is known by European lawmakers, has quite a broad anti-discrimination remit. It prevents the unequal treatment between men and women in the access to and supply of goods and services, which in this case is insurance.

Britons in a spin

Chairman of, Mark Pearson, commented on the spike in searches. “The EU Gender Directive has clearly sent Britons into a spin, and rightly so; as many women will have seen their premiums take a huge leap in cost, which they may not have been able to cope with financially,”

The online discount site’s statistics have also exposed a 292% rise in searches for home insurance discounts. The figure was recorded over the past month and then compared to the average number of monthly searches made throughout 2012. disclosed the most popular car insurance providers on-site throughout last December. The likes of Churchill, Tesco, Direct Line, Endsleigh, RAC, AXA and Aviva all featured prominently.

Simon Holland

Simon Holland

Simon is the news and research reporter at Existem. Previously a technology journalist, he now spends his time investigating both future and developing trends in performance marketing whilst producing editorial content for

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