INSURANCE giant Prudential yesterday dealt a severe blow to the new

Personal Investment Authority when it opted for regulation directly by

the Securities and Investments Board instead.

The PIA is due to take over self-regulation of providers of investment

products from the two current bodies Lautro and Fimbra this summer, but

it has been dogged by controversy.

Critics have argued for a statutory body independent of companies

within the industry after a series of scandals over mis-selling of

insurance and pension policies.

Prudential is regarded as an industry leader and its decision to opt

for the SIB, the City's ultimate authority, could tempt others to defect

from the PIA.

Halifax Building Society, the UK's largest mortgage lender, which is

to start its own life assurance and pensions company next year, said

yesterday it had serious reservations about the PIA.

It has yet to decide on its regulator and if it, too, snubs the new

authority, a serious question mark will be placed over its future.