FAQs

Q: What are Best Buy and Recommended Provider logos?

Which? only awards Best Buy or Recommended Provider logo 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 logos truly reflect what we think – not what someone else wants us to say.

Q: Why were the Best Buy and Recommended Provider logos launched?

Our endorsement logos were launched to publicly recognise and celebrate excellent products and services and help consumers make informed purchasing decisions.

Q: Can I request or decline for my products to be tested/not tested?

Which? is an independent consumer organisation. This means that companies can’t request or decline that we test their products.

We continually conduct independent and extensive tests on hundreds of products and services and aim to test at least 90 per cent of the products and services in any given marketplace.

Q: How can I use the logo?

Three tiers of six month licences are available to purchase, allowing you to select the most appropriate package to suit your needs.

Tier 1

  • Broadcast: TV and radio
  • Non-broadcast: Billboards, print advertising, online (manufacturer’s website and banner adverts)
  • On pack and point of sale

Tier 2

  • Non-broadcast: Billboards, print advertising, online (manufacturer’s website and banner adverts)
  • On pack and point of sale

Tier 3

  • On pack and point of sale

The icon should only be used to promote the product/service which has our endorsement.

For further details please refer to the user regulations.

Q: From 1 July 2014 you have greater flexibility for how you use the logo, what are these changes?

We recognise we can always do more to improve our service. We’ve listened to your feedback on the schemes and have made changes.

  • You told us you want to use the logo on retailers’ websites – we have now changed our online terms to make this possible.
  • You will now have greater flexibility for television advertising in how you use the logo creatively rather than in a static form.
  • The ability to reference some Which? review content will also now be included in our terms, enabling you to say more about why Which? recommends your product or service.
  • You will also be able to use multiple logos, if you have the relevant licences, where a product or service has received an endorsement over a number of years.
  • We now personally notify you throughout the month if you receive an endorsement, enabling you to start using the logo sooner.
  • We have revamped the monthly Highlights email.

We hope these changes are welcome news and provide greater flexibility for your marketing strategies.

For further details please refer to the user regulations.

Q: I currently hold a licence, what happens to the terms after 1 July 2014?

From 1 July 2014 the new licence terms will apply to all valid licences, including those issued before 1 July 2014. Should you wish to take advantage of the new licence terms using a licence purchased before 1 July 2014, let us know and we will issue you a licence agreement variation.

Q: How much does a licence cost?

Our three-tiered pricing structure for both types of endorsements to reflects how companies use our logos and the relative value of using a Which? endorsement. Please refer to the FAQ documents on the useful documents page for more details on pricing,

The terms are non-negotiable, but because of this we have made sure that the licence terms are fair and that the user guidelines are practical.

As a not-for-profit organisation, any money we make goes back into our research and campaigning on behalf of all UK consumers.

Q: How do I apply?

Obtaining a licence to use an endorsement logo is simple and straightforward:

  • Fill in the Best Buy or Recommended Provider application form, clearly stating the licence tier you wish to use, and include a PO number if necessary. Email this to corporateaffairs@which.co.uk
  • We will then issue you with an invoice for the licence.
  • Once we receive payment, we will draw up the licence agreement and email it to you for you to sign.
  • When you have signed and sent it back to us, we will email you the logo.

To make the whole process simpler and quicker, our licence terms are non-negotiable, but because of this we have made sure that the licence terms are fair and that the user guidelines are practical.

Q: How long is my licence valid for?

All licences are for a period of six months. When your licence ends, you can purchase a new licence subject to your product or service still being a Best Buy / Recommended Provider.

Q: How can I pay for my licence?

We accept BACS, CHAPS, credit card or cheque payment.

To ensure you receive your logo as quickly as possible, please include the invoice number for reference on your payment. If you need a PO number to be printed on the invoice, please include this on the application form.

Q: How long will the process take?

We will work as quickly as possible to ensure quick turnaround of your licence application. Please be aware it can take up to 48 hours to raise and email you an invoice, and an additional 48 hours for us to prepare and send you a licence for signature.