Best Buy FAQs What you need to know about the Which? Best Buy scheme
What is the Best Buy status and icon?
Best Buy status is awarded to products and services which have satisfied specific criteria based on the results of rigorous comparative tests and analysis. The Best Buy Icon licensing scheme allows retailers, service providers and manufacturers to use the Best Buy Icon in advertising and promotional activities for those products and services which have been awarded Best Buy status subject to licence conditions.
When was the Best Buy status launched?
Best Buy status was launched in April 2007.
Why was the best Best Buy icon launched?
The Best Buy status was launched to recognise excellence. It endeavours to provide consumers with ‘at a glance’ information on products and services that have been awarded Best Buy status and to publicly reward companies for achieving that status.
What types of Best Buy licences are available?
There are two types available which are broadcast and non-broadcast. Each licence costs £2,500+VAT.
Broadcast use covers: TV (terrestrial, satellite, cable or free), radio, cinema and in-store broadcast.
Non-broadcast use covers: internet (static appearance of logo on webpage only), POS/POP materials, on-pack, marketing materials including printed advertisements, leaflets, circulars, brochures, posters, (including posters on the sides of buses and other vehicles).
Why are the financial services Best Buy licences valid for less time but still cost the same as a non-financial services licence?
The Best Buy licence for financial products or services is only three months in duration to ensure that the exact Best Buy product or services we tested are widely available to consumers throughout the licence period. In addition this seeks to negate any service changes outside of the control of the applicant (i.e. an interest rate change).
What is the duration of a Best Buy licence?
Best Buy Licenses for non-financial products or services are granted for a six month term. Best Buy Licenses for financial products or services will be granted for a three month term. Licensees can apply for a renewal at the expiry of their licence term. Renewals will be granted at the discretion of Which?.
Why does my licence only last for a limited time?
As products and services are constantly improving, we need to be sure that we are reviewing the very latest products and services as and when they hit the market. We also need to ensure that the information we provide consumers with is accurate, timely and current.
How do I apply for my Best Buy licence?
You can apply for your Best Buy licence online by downloading and completing the . Please e-mail the completed application form to external relations. If you have any questions you should also contact external relations.
Please note: Licences will not be granted retrospectively. You must apply for a Best Buy Licence within THREE MONTHS of the date in which your Best Buy status was first published in any Which? magazine publication.
How long does the application process for a Best Buy licence take?
The process from completed application form, signed contact and payment of the licence fee should take no longer than seven working days.
Is there flexibility over cost?
No, the licence fee is a fixed cost and payable in full once you have received confirmation from Which? that your product or service is eligible for a Best Buy licence.
Is there discount available if we buy more than one Best Buy licence at the same – or different – times?
No discount is available, as the cost of each licence reflects the legal and administrative costs of each single application.
What benefits will the which? Best Buy icon give me?
There are many benefits to using the Best Buy Icon in permitted advertising and marketing material. Click here to see of companies which have seen the benefits of actively promoting Which? Best Buy status in their marketing and advertising.
- The Best Buy icon has the highest recognition rate with consumers when compared with Product of the Year or Good Housekeeping Awards
- A product that has a Which? Best Buy icon will encourage nearly six in 10 – 59% of people to buy it over a similar product that didn’t have our endorsement
Assuming we are successful in being granted a licence, can we pay for the whole 12 months for a product or service licence now?
No. The initial six month term is fixed to ensure that only current Best Buys are used in advertising and promotion and remain unchanged from the date of testing. We will write to you towards the end of your initial term to make you aware of the opportunity to renew.
Can we use text or quote an article alongside the Best Buy icon?
Please refer to the for further information.
If there are mitigating circumstances we may make an exception. All requests must be e-mailed to external relations for consideration and approval.
Can we use the icon in a press release?
Please refer to the for further information. If there are mitigating circumstances we may make an exception. All requests must be e-mailed to external relations for consideration and approval.
Can I use my Best Buy icon on my company stationery?
Please refer to the for further information.
The Best Buy Icon refers to a specific product or service, rather than a brand or company.
Is there a limit to the number of times I can use the Best Buy icon?
No, there is no limit as long as it is used in accordance with the criteria outlined within the and the Licence.
Do I need to check with Which? Before I use the Best Buy icon in my advertising and marketing material?
Not for non-broadcast use, as long as the icon is used in accordance with the criteria outlined within the and the Licence.
For broadcast use please contact external relations at the earliest stage if you have any questions, or if your desired use falls outside the criteria outlined in the and the Licence.
Can I submit my product to be tested?
If you have a new product or service that you think we might be interested in, please e-mail information to our Business Research Centre. For general questions relating to Which? Best Buy, please contact Which?’s external relations team.
What is the process for being informed about our Best Buy award?
If your product or service is awarded Best Buy status we will notify you prior to publishing your Best Buy status in any Which? magazine publication.
