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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.

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’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.

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.

How we fund our work

We fund our work mainly through member subscriptions. Businesses whose products or services earn our endorsement can, for a fee, use our name to promote them, and we get commission from some retailer websites where consumers can buy products or services that we feature on our site. 

How we’re structured

A not-for-profit organisation, we use all the money we make from our commercial operations to support the activities of the Which? Group. All our public-facing work comes under the Which? brand but technically it's carried out by a number of legal entities:

  • Which? the charity – the Consumers' Association is a registered charity (Charity No 296072) and sits at the top of the Which? Group. The Consumers' Association is responsible for all Which? campaigns and the development of Which? policy. The majority of the research included in the various Which? publications is also undertaken by the Consumers' Association.
  • Which? products and services – all the commercial operations are carried on through Which? Limited (Company No 677665) and its subsidiary companies. These activities include our various magazines and books, digital products, Which? Legal, Which? Money Helpline, Which? Switch, Which? Trusted Traders, Which? Wills and Which? Money Compare.