About us
At Which?, we unlock the power of consumer choice. For more than sixty years, we’ve built consumer trust through independent advice, rigorous testing and campaigning for fairer, safer markets. By working with businesses that share our values, we help people choose with confidence and encourage higher standards.
Shining a light on the best, and those needing to improve, as well as collaborating and creating opportunities with businesses committed to doing the right thing for consumers.
We provide trusted, independent reviews and advice across our website, app and magazines, helping consumers save money, buy better and choose with confidence.
We champion consumers by challenging bad practice, influencing policy and driving change that makes markets fairer and more transparent.
https://www.which.co.uk/policy-and-insight
We work with businesses in many ways to help them earn trust, demonstrate integrity and be the confident choice for consumers.
Consumers come first
We're 100% independent
We don't accept freebies from product manufacturers or retailers. We have no owners, shareholders or government departments to answer to, so we work entirely on behalf of the consumer – nobody else.
We stand up for what's right
Our research gets to the heart of consumer issues that matter, and our expert advice is completely impartial. Same goes for our product reviews - our rigorous tests and expert recommendations help consumers to make confident choices.
We make change happen
From tackling online scams to campaigning for safer products, we're the independent consumer voice that influences politicians and lawmakers and holds businesses to account.
We champion consumers
Everything we do is about championing consumers. We'll always be on their side, fighting their corner and working to make them more powerful.
We bring sustainability home
We help consumers make the right choices, not just in buying products for the home but also in protecting this planet we all call home. Learn more
Frequently asked questions
How do you choose the businesses you work with?
For nearly 70 years, since our inception, we’ve proudly maintained our independence and impartiality as the UK’s consumer champion, making lives simpler, fairer and safer.
We operate to a set of principles when approaching commercial agreements and partnerships. They cover:
Putting the customer first
This principle is about putting the customer at the heart of our decision-making. If we partner with a business, it's because they’re committed to treating consumers right and demonstrate that through their actions.
Being transparent
We are always transparent about the nature of our relationships, including getting paid to promote or partner with a business or promote a product or service.
For example, our affiliate disclaimer is clearly displayed across our website and any partnership links include the name of the partner. We operate a 'no surprise' approach in that we want our users to be clear about what they are clicking on, how we may earn commission from that activity and where they might be redirected if they select one of our partner links.
Maintaining our independence
Our research is always independent and our reviews and consumer advice are unbiased; we only recommend products and providers we’ve assessed that meet the standards, quality or value that consumers demand. We call out poor consumer treatment, no matter who the provider is. If they are partners and we can work with them to fix it, we will. If we can’t, we’ll end our partnership.
How else do you work with businesses?
Our external affairs team works with businesses to deliver better outcomes for consumers. By leveraging our relationships and research, we lead transformational change by engaging with businesses, policymakers and government to make life simpler, fairer and safer for everyone. Some of the ways you can get involved include; hosting and participating in roundtables, amplifying our research and partnering on our campaigns. Get in touch at externalaffaris@which.co.uk.
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