Endorsement logos

Details of the different endorsement logos available

In this article

This is our endorsement logo for products, and only products that score the highest in our lab tests can qualify. Our tests are 100% impartial and our lab testers are expert at testing products for the way people use them in real life, so consumers know they can choose the right product with confidence.

This is our endorsement logo for services and their providers. We only endorse providers whose services have been assessed by large panels of customers with first-hand experience of the service, as well as by our experts who've measured each provider against the relevant, detailed and proven criteria we've laid down.

This endorsement logo is for food and drink products that top the taste tests with panels of experts that we've assembled according to their extensive combined experience of the relevant food or drink category we're testing.

 

Which? recommended brand endorsement logo

In certain categories, rather than endorsing individual products, we recognise overall brand performance and award a Which? Recommended Brand endorsement — a mark of consistency across a brand's product range.

The Which? Great Value endorsement recognises those products which both stand up to the rigorous Which? testing standards and also offer excellent value for money.

Which? cheapest supermarket endorsement logo

Every month, we compare how much the UK's biggest supermarkets charge for everyday grocery items, including everything from bread to toothpaste and award the Cheapest Supermarket. As well as analysing prices each month, we do a whole-year look. The supermarket that achieves the most monthly endorsements throughout the previous year is named the cheapest supermarket each January.

This endorsement is designed to help shoppers find the most environmentally friendly options. To earn the Eco Buy recommendation, a product performs well in our tests as well as being reliable and long-lasting, easy to repair and energy and water efficient.

This endorsement is designed to help consumers find the most environmentally conscious providers. We asked over 40 energy companies to tell us specifics about the green electricity and gas they sell to homes, and looked at their websites to see how easy it is for customers to understand what they're buying.

Which? 5* reliability endorsement logo

Our 5* Reliability endorsement logo highlights the products that demonstrate a gold standard of reliability in the market, reassuring consumers that they can feel confident their purchases are dependable and durable. 5* Reliability logos are available in the Tech and Large and Small domestic appliance categories.

This endorsement logo helps shoppers make better choices based on our seasonal product and service reviews. It’s a fixed short-term offer for tactical promotions and campaigns. 

The Which? Awards

The annual Which? Awards celebrates brands and companies that go above and beyond to champion consumers. Winners get to use our Which? Awards endorsement logo across their marketing materials for 12 months for free.

Find out more about the Which? Awards.

Find out more about the rigorous methods we use to test products and services

Find out more about the Which? brand and our endorsements

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