Which?

The organisation was set up in 1957 as a response to the changing values and concerns of the post-war era, at a time of rapid changes in product markets and consumer behaviour – and a corresponding growth in sharp trading practices. To combat this, Michael Young, research director for the Labour Party, proposed setting up a 'Consumer Advisory Service' to be considered for the party's 1950 manifesto, only to be rejected by Harold Wilson.

Encouraged by the efforts of Dorothy Bruchholz Goodman, of the United States, and her British husband Raymond J. Goodman, Young continued to push the idea and in October 1957 the first Which? magazine was published from a converted garage in Bethnal Green. Its central aim was to improve the standard of goods and services available to the public in the UK. Under the editorship of Eirlys Roberts, the publication started as a small 32-page magazine that included reports on electric kettles, sunglasses, aspirin, cake-mixes, scouring powders, no-iron cottons and British cars.

By 1959, membership reached 150,000 and a membership services office in Hertford. In 1960, Which? helped to found the International Organisation of Consumer Unions, later Consumers International. In 1962, coverage expanded with the launch of the first quarterly Which? car supplement, which becomes Motoring Which? in 1965, followed by Money Which? in 1968.

In 1970, Which? bought a set of buildings in Harpenden, Hertfordshire, to set up labs to test products including domestic appliances, DIY equipment, and consumer electronics. Previously, the work had been contracted out. The 1970s saw Which? taking a greater campaigning role, and it began to adopt a more aggressive stance on issues such as lead poisoning and aircraft noise. In 1971, for example, Which? published the first league table on the tar and nicotine content of cigarettes. In 1973, Maurice Healy succeeded Eirlys Roberts as editor, and became editor-in-chief for all the Which? magazines, before he left in 1977 to join the National Consumer Council.

The organisation also dabbled in high street consumer advice centres during the 1970s. More than 120 such centres were operating in 1977–78, many of them funded by local councils. The centres closed as funding was withdrawn by the government in 1980.

Which? …

Which? carries out systematic testing of consumer products and financial services, the results of which are published in reports in Which? magazine and on the Which? website and app. Tests are carried out on goods, services, and suppliers. Testing covers reliability, performance, safety, energy efficiency and value-for-money, as relevant in different cases. Top-rated products are awarded the Which? 'Best Buy' status logo, an accreditation recognised by industry and consumers. Which? first used the phrase in its second magazine edition in 1958, to describe Boots 365 talcum powder. Conversely, the worst-performing products are labelled 'Don't Buys'. Which? also awards ‘Great Value’ endorsements for highly rated cheaper choices and ‘Eco Buys’ for products that have the least environmental impact.

Which? Awards The Which? Awards is an annual event to "celebrate reward the very best businesses in the UK". Award winners are selected by Which? staff, based on test findings and feedback from Which? members throughout the year.

Unusual test subjects As well as the usual household products, Which? has tested things such as:

Most Which? publications are supplied only to subscribers, and are not on general sale. Which? magazine, started in 1957, is the organisation's principal publication. The magazine reports on consumer issues of the day, publishes product testing results and findings of original research and investigations.

The magazine also discusses trading which it believes goes against the interests of consumers. Examples of such discussions include an exposé into solar panel heating installation companies, an undercover enquiry with the RNID revealing serious problems at shops selling hearing aids and an investigation into electronics shop staffs' knowledge of the products that they sell.

Other publications include Which? Travel, Which? Car, Which? Money, Which? Tech (previously Which? Computing) and Which? Gardening.

Which? has diversified its income by expanding its commercial operations, reporting in 2024 that this generated £21m in non-subscription revenue. Which? states that all of its commercial activity supports its charitable activities.

Brands that have been tested and awarded endorsements such as ‘Best Buy’, ‘Recommended Provider’, ‘Great Value’, ‘Eco Buy’, and ‘Cheapest Supermarket’ are offered the opportunity to purchase the license, including the Which? logo, to use on marketing and packaging. In the financial year ending July 2024, 204 brands had purchased these endorsements.

Which? launched its Trusted Trader scheme in 2013, offering tradespeople the opportunity to purchase the licence to use the Which? Trusted Traders logo and appear on the Which? Trusted Trades database if they pass an assessment including examinations of financial health; business, administrative and DBS checks, and customer references. The Which? Trusted Trader scheme has worked with councils, such as Islington Council, to create local reputable tradespeople schemes.

The Consumers' Association experienced sharply increased income up to 2014, and since then has shown steady figures.

Which? Limited’s 2025 end of year financial statement reported turnover of £83,665,000, resulting in a profit of £7,015,000.