About us

Which? is the UK’s consumer champion, here to make life simpler, fairer and safer for everyone. As well as offering brilliant consumer advice and reviews, we’re the independent consumer voice that works with politicians and lawmakers, investigates, holds businesses to account and makes change happen. 

Our policy and insights work combines our cutting-edge research with our technical, legal and policy expertise to drive change for consumers. 

• Detailed research and ongoing insight to explore the challenges consumers face across the economy. We use innovative approaches including data science and analytics and behavioural experiments, as well as large-scale surveys, economic modelling and sensitive qualitative research to understand what’s really going on for consumers, and what would make things better. 
• Develop evidence-based policy positions to address these harms, drawing on our team of policy experts and our in-house legal expertise. As well as big ideas, we get into the details, responding to government conversations, suggesting changes to legislation and getting involved in strategic legal challenges. 
• Build campaigns and other strategies to drive change, thinking creatively and working collaboratively with others. From petitions to stunts, we use a wide range of tools to make businesses and the people in power sit up and pay attention. 
• Keep in touch with stakeholders from across government, regulators and businesses, to help them understand the challenges consumers are facing, and work with them to improve the situation.

“We’re lucky at Which? to have so many technically talented colleagues who work together to help tackle consumer problems across the economy. We’re really proud of our big wins, like getting the Government to include online fraud in new online safety legislation, (which will help keep millions of consumers safe from scams on social media) and ensuring appropriate support for consumers during the cost of living crisis. But there’s always more to do - see our most recent policy work, research and insight to learn more about what we’re up to right now.”

Rocio Concha, Director of Policy and Advocacy, and Chief Economist

Our annual impact report for 2023-24 summarises our achievements over the past year in driving positive change for consumers. See our Which? Impact Report 2023 - 2024, or read on to find out more about just a few of the recent successes we are most proud of.

Our cutting-edge research proved that fake reviews waste consumers’ money and time by leading us to buy poor quality products, while our investigations have shown that these reviews are everywhere, from major online marketplaces to app stores. Together, this powerful evidence led the Government to agree to outlaw fake reviews, setting out plans that would mean companies who use or sell fake reviews could be hit with massive fines.

Fraud is now the most common form of crime in the UK. Using innovative techniques, we identified the toll this takes on people’s wellbeing, as well as their finances. With many scams starting through online advertising, we used new data science capabilities to find suspicious ads on social media, and trained an algorithm to spot them. Together, this evidence helped us successfully campaign for the Government to include online fraud in its new online safety law, helping make sure that the biggest tech platforms have to take steps to keep their users safe from scams.

Across the UK, millions of consumers still rely on cash to pay their bills and keep track of their spending every day. We campaigned extensively in the face of closing cash machines and bank branches to make sure people would still have access to this essential resource. Over 25,000 of our supporters wrote to MPs and local newspapers, leading to the Government including measures to protect access to cash in the Financial Services and Markets Bill. Our advocacy work on the Bill as it made its way through Parliament was successful in amending the Bill to protect free access to cash. 

The Financial Services and Markets Act was made law in July 2023 and the specific measures to protect access to cash will commence later in the year.

“I would like to commend Which? for bringing industry, civil society groups and Government together to ensure this important topic [cash] remains on the agenda.” 

John Glen, Former Economic Secretary to the Treasury

Poorly-designed and insecure smart products leave consumers vulnerable to cybercriminals. We worked closely with the Government to influence on the scope of a new smart products cyber-security legislation (the Product Security and Telecommunications Infrastructure or PSTI Act), making manufacturers ensure that devices are secure and provided with updates for a minimum period, helping to keep consumers safe.

• Policy research papers - Longer reads setting out new evidence and insights into the consumer issues of the day, along with our policy recommendations. 
• Policy papers - Longer reads setting out our detailed policy proposals to tackle consumer harm. 
• Policy submissions - Our responses to consultations, calls for evidence and inquiries. 
• Policy articles - Short reads setting out our policy positions and proposals. 
• Insight articles - Short reads sharing the latest findings of our consumer research. 
• Press releases - The latest news from Which? for members of the press.
• Press statements - Our response and comments on breaking news.

Our Consumer Insight Tracker is a monthly survey with a nationally-representative sample of over 2,000 UK adults, covering topics like household finances and trust in business. Read our insight articles and explore our data dashboards to find out more.

In our Consumer Data, we have a range of datasets and data tools to help you better understand the challenges facing consumers today, from insulation to inflation and beyond.

If you need to directly contact the Policy and Insight team regarding this website or our consumer policy and insight work, please email policyandinsight@which.co.uk.