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Who we are

Which? is the UK’s consumer champion. As an organisation we’re not for profit and all for protecting consumers – a powerful force for good, here to make life simpler, fairer and safer for everyone.

How we’re structured

We have a number of companies in our group all of which operate under our single brand – Which?:

  • the Consumers' Association (Company No 580128) is a charity registered in England and Wales (Charity No 296072) and is the owner of the rest of the Which? group. As a charity, the Consumers’ Association exists to advance education and understanding on consumer issues, to protect and promote the safety of consumers and to promote compliance with consumer laws and take legal action for the benefit or protection of the rights of consumers.  It’s also responsible for the development of policy and campaigning to help us achieve these aims.
  • Which? Limited (Company No 677665, a subsidiary of the Consumers’ Association) and Which? Financial Services Limited, (Company number 7239342, authorised and regulated by the Financial Conduct Authority (FRN527029)) are wholly owned by the Consumers’ Association and the profits they generate fund the group. They provide our members and site visitors with all our commercial products and services. These include our various magazines and books, our digital products, Which? Legal, Which? Money Helpline, our switching services, Which? Trusted Traders, Which? Wills and Which? Money Compare.

The majority of the content on which.co.uk is provided by Which? Limited. The website also contains some content from Consumers’ Association and Which? Financial Services Limited. For more information, see ‘Our Content’ below. 

How we’re funded

We fund all our work, including the charitable activities of the Consumers’ Association, via the commercial activities of Which? Limited and Which? Financial Services Limited. This mainly involves member subscriptions to our commercial products and services. In addition, businesses whose products or services earn our endorsement can, for a fee, use the Which? name to promote them, and Which? Limited gets commission from some retailer websites where consumers can buy products or services that we feature on our site. The Consumers’ Association does not rely on fundraising, government funding or grants.  

As a not-for-profit organisation, we use all the money we make from our commercial operations to support the activities of the Which? group, with the aim of protecting consumers and making their lives simpler, fairer and safer.

We’re 100% independent

We’re not influenced by third parties and 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 you, the consumer – nobody else. Read our statement of editorial independence.

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 you

Everything we do is about championing consumers. We’ll always be on your side, fighting your corner and working to make you more powerful.

Bringing sustainability home

We help consumers to make the right choices, not just in purchasing products for the home, but also in protecting this planet that we all call home. More about how we champion sustainability.

Our content

The content you will see on which.co.uk is designed to help make life simpler, fairer and safer for all consumers. The majority of this content is provided by Which? Limited.

Some of our which.co.uk content can only be accessed by Which? members - this content is provided by Which? Limited. If you are a Which? member, thank you for your support, as your subscription helps fund our work as a not-for-profit organisation, including our charitable activities. 

Which? Limited also produces content that supports our charitable purposes (see below), and may be based on research undertaken by the Consumers’ Association.

The following content is provided by the Consumers’ Association:

  • Consumer rights advice, including our free template letters and tools to help you make a complaint and receive compensation
  • Independent and practical guidance about later life care, such as how to fund care and home adaptations, plus advice for carers
  • Information about our latest campaigns, including what you can do to become a supporter and join a movement that makes a difference
  • Our consumer insight research results, which provides unique insight and understanding of today’s consumers
  • Read our latest Which? policy reports to find out more about the issues concerning consumers
  • Our community site, Which? Conversation, enables you to discuss, question and comment on the issues that matter to you

Which? Money Compare content is provided by Which? Financial Services Limited.

Our charitable purposes

The objects for which the Consumers' Association is established are, for the public benefit:

  • to advance education in such ways as the Trustees think fit including through:
    • undertaking, promoting and disseminating impartial, scientific and/or evidence-based analysis of or research into:
      • the standards of goods and services available to the public as consumers; and
      • ways in which the quality, safety and availability of such goods and services may be maintained and improved;
    • promoting and improving knowledge and understanding of:
      • laws, regulations, public policies and business practices so as to empower consumers in their everyday lives;
      • any aspect of public health and in the principles of physical and mental health;  and
      • life skills including those relating to personal finance, digital and technology, horticulture and the home;
  • to uphold and promote compliance with consumer laws, regulations and public policies in particular through the exercise of the Association's statutory powers for the benefit or protection of the rights of consumers;
  • to protect and promote the safety of consumers; and
  • to promote the interests of consumers who are restricted from accessing or using goods, services or data because of their youth, age, ill-health, disability, financial hardship or other disadvantage.