top of page
Which Trusted Trader logo.png

What does it mean to be a Which? Trusted trader ?

The Which? logo is regarded by consumers everywhere as a sign of reputation and trust. If a company, product or service has been awarded a Which? Best Buy or accredited as a Trusted trader, you know it's a mark of excellence which gives a customer peace of mind.

Which? Trusted Traders is an endorsement scheme run by Which? that recognises reputable traders who successfully pass an assessment process carried out by Which? trading standards professionals.


Not just anyone can become endorsed. The assessment process includes:

  • Credit report

  • Customer Satisfaction

  • Business procedures

The standard assessment includes a face to face visit and interview carried out by Which? to fully understand all aspects of how the applicant runs their business.

Businesses receive a report of the assessment, providing valuable feedback from experienced assessors to ensure that a trader meets the Which? high standards before they are allowed to join the scheme.

Having passed all these checks, the trader is now able to choose to join the scheme, agreeing to abide by the terms and conditions, code of conduct and pay the membership fees. They can now show their customers that they are an endorsed Which? Trusted trader.

bottom of page