How a Which? endorsement can make your business the confident choice

Amidst crowded markets and the rising cost of living, a Which? endorsement can make your company stand out. You can purchase a licence to use our logo to power your marketing if we endorse your product or service when it performs the best across our varied testing criteria in our rigorous, independent testing. We offer a range of licence tiers to suit your marketing needs - depending on which channels you want to promote your endorsement. 

To discover how consumers perceive our endorsements, we ran a Savanta online survey of 2,036 UK nat rep adults in September 2025 and we had some fantastic results:

Which? has been around for nearly 70 years, so it’s no surprise that we are a well-known brand, with more than three in four people recognising at least one of our endorsement logos.

As the UK’s consumer champion, we're here to make life simpler, fairer and safer for consumers. We don't take advertising and we buy all the products we test, so consumers know they can rely on our rigorous and independent research. Which? is strongly associated with reliability, independence and impartiality in the minds of consumers.

Our endorsement has been proven to increase sales of products and services. This is why companies of all sizes, from giants like P&G to local plumbers, utilise our endorsement logos to demonstrate trust in their products and services, and 68.7% of licences are renewed.

Read our case study to discover how a Which? Best Buy licence gave AEG a 800% return on investment

Almost three in five people are willing to pay more for a Which? endorsed product.

Find out how endorsements could work for your company as well as other Which? B2B services.

* Consumer survey of 2,036 UK adults, nationally representative sample, conducted in September 2025.