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Governance at Which?

Everything Which?* does has one overriding purpose: to tackle consumer harm by making life simpler, fairer and safer for everyone.

As an organisation we’re not-for-profit. Our campaigning work on behalf of all UK consumers is entirely funded by our commercial activities. We remain financially independent of government funding and charitable donations.

The charity (Consumers’ Association)

The Council of Trustees of the Consumers’ Association is the most senior governing body of our charity and the Which? Group as a whole. The Consumers' Association is a registered charity, regulated by the Charity Commission, and its trustees are charity trustees and company directors. Trustees are responsible for setting the strategy for the Group to enable the charity to deliver its charitable purpose and for monitoring and scrutinising delivery of this to ensure the continued success of the Which? Group.

The commercial subsidiaries

Each company within the? Group is also governed by its own board: 

Which? Limited

The Which? Limited Board sets and oversees the commercial direction of Which?, including our magazines, paid-for digital products, Which? Legal, Which? Money Helpline, Which? Switch, Which? Trusted Traders, Which? Wills and Which? Money Compare, with the aim of delivering a long-term sustainable financial return for the charity. Which? Limited is a wholly owned subsidiary of the Consumers’ Association. The Board of Which? Limited is appointed by the Council of Trustees.

Which? Financial Services Limited

The Which? Financial Services Board oversees our financial services business. Which? Financial Services Limited is a wholly owned subsidiary of Which? Limited.


Our chief executive, Anabel Hoult, looks after the day-to-day running of Which?, with the support of her Leadership Team and from over 650 staff based in Cardiff and London.


The Council delegates responsibilities to the following committees which support its work in overseeing the entire organisation. The Council determines the remit and membership of each committee.

Which? at a glance

Find out more

As part of our ongoing commitment to transparency around our governance, we have published our Conflicts of Interests policy. This explains the approach we take to identifying, preventing and recording any conflicts of interest between Council trustees (and directors of subsidiaries) and their outside interests. The policy is available below, along with more information on our governance.

Group Conflicts of Interest policy (Sept 2020) 110 Kb | 08 Oct 2020
CA Articles of Association (adopted 23 Nov 2019) 286 Kb | 04 Jan 2021
CA Rules (Sept 2021) 803 Kb | 18 Oct 2021

Governance Review

In 2019 we concluded a Governance Review which set out to achieve a simplified, modernised and transparent governance structure, making Which? easy to understand, easy to lead and fit for the future. 

If you would like to learn more, here's a summary of the recommendations and actions from the governance review: 

Governance Review summary 33 Kb | 09 Jul 2021

For further information on the background to these changes, you'll find more detail in the Recommendations Report below.

Recommendations for Shaping our Future Governance 352 Kb | 17 Sep 2019


*Which? is the trading name of the Which? Group, wholly owned by the Consumers' Association.

The Consumers' Association is registered in England and Wales as a charity (296072), regulated by the Charity Commission, and as a company limited by guarantee (580128). Which? Limited is its wholly owned trading subsidiary, also registered in England and Wales (677665). Registered Office Address: 2 Marylebone Road, London NW1 4DF.