Which?'s endorsement icons - Best Buy, Recommended Provider and Awards - publicly recognise and celebrate excellent products and services and help consumers make informed purchasing decisions.
Which? only awards icons to the products, services and providers that achieve the highest results in our rigorous comparative testing and analysis. And as a completely independent, not-for-profit organisation, our icons truly reflect what we think – not what someone else wants us to say.
Since the scheme was launched in 2007, the use of our icons has increased as companies recognise the value of a Which? endorsement. Companies ranging from manufacturers to retailers and local businesses to global brands have told us that their businesses have benefitted from using our icon in their marketing and promotional material. Read some of the testimonials we have received to see the value our independent endorsement can bring.
Which? Best Buy
Each month, we conduct independent and extensive tests on hundreds of product and services. Every aspect of product performance and specification is compared against exacting criteria. The products that score the highest marks in our testing are awarded Which? Best Buy status and the test results are published in Which?'s magazines and on Which.co.uk. Best Buy recipients can purchase a licence for the product to display the Best Buy icon, for six months in their marketing and promotional materials.
Which? Recommended provider
Which? has developed a scheme to recognise excellence within a range of service industries including financial, insurance and broadband services. Our Recommended Provider endorsement is given to companies for a service that is both highly rated by our members and meet the standards set by our researchers. As with our Best Buy endorsement, Recommended Provider recipients can purchase a licence to display the Recommended Provider icon for six months in their marketing and promotional materials.
The Which? Awards celebrates the very best businesses in the UK. From cars and domestic appliances, to restaurants and high-street retailers, we publicly recognise those companies and individuals that consistently get it right for consumers. Winners are chosen by Which? experts based on our research and campaigns, and feedback from consumers throughout the year. Award recipients benefit from being able to display an icon in brand advertising for one year in their marketing and promotional materials.