Principles for commercial partnerships

Consumer first

Which? puts consumers first. If we partner with a business, it's because they’re committed to treating consumers right and demonstrate that through their actions.

Transparency

We are always transparent about the nature of our relationships, including getting paid to promote or partner with a business or promote a product or service.

Independence

Our research is always independent and our reviews and consumer advice unbiased; we only recommend products and providers we’ve assessed meet the standards, quality or value that consumers demand.  (See also our Statement of Editorial Independence.)

We call out poor consumer treatment, no matter who the provider is.  If they are a partner and we can work with them to fix it, we will.  If we can’t, we’ll end our partnership.