The Pensions Regulator needs to "beef up" its advice to consumers about alternative annuities, Prudential head of business development Vince Smith-Hughes says.
The Association of British Insurers' compulsory code for annuity providers has been welcomed by the industry and triggered calls for similar requirements for trust-based schemes.
Asset managers are set to shake-up the annuity market after weeks of dire predictions about the value of annuities for savers.
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Battle lines are being drawn over the open market option as ministers are set to decide on reform this autumn.
As an industry, we spend an enormous amount of time trying to get people to save for their pension.
There has been little praise for the ruling in the Test-Achats case in the European Court of Justice.
Pension providers have been told to make sure they encourage customers to shop around before offering them an annuity.
Pensions minister Steve Webb will face a barrage of questions on pension changes next week as MPs return to parliament.
Tom McPhail has written to financial secretary to the Treasury Mark Hoban in an attempt to put the "final nail in the coffin" of insurers' resistance to reform of the Open Market Option.