For as long as I can remember, Which? has been the name synonymous with consumer trust in the UK. It’s the watchdog, the independent reviewer, the voice of reason in a world of biased advertising and dodgy online ratings. But as subscription prices creep up and consumer habits shift, I find myself wondering—does Which? still hold the same value it once did?
I’ve subscribed to Which? on and off for over a decade. Right now, I’m a subscriber. But do I use it as much as I used to? Not really. Do I trust every review? Absolutely not.
Let’s break it down.
The Cost Factor: Is Which? Overpriced?
At £79.50 (digital only £99 for you analog-ers), Which? isn’t exactly a casual purchase. It’s a commitment, one that makes you stop and think: Am I really getting £79 worth of value from this?
I get that Which? doesn’t take advertising and relies on subscriptions to fund its work, but I can’t help but wonder—how sustainable is that model in an era where fewer people are making big purchases? If consumer spending slows, how does Which? continue to justify its price tag?
And then there’s the simple fact that everything is too expensive these days. When money’s tight, does it make sense to pay for reviews you can often find elsewhere for free?
That said, I don’t think Which? is completely useless—far from it. The finance and consumer rights advice? Incredibly valuable. But the product reviews? Let’s just say I take them with a very large pinch of salt.
Do Which? Reviews Actually Help?
Here’s the thing—I’ve bought products that Which? explicitly recommended avoiding. And guess what? I loved them.
Now, that’s not to say Which? is wrong, but rather that their reviews don’t always align with how I personally value a product. Their testing methods are undoubtedly rigorous, but do they always reflect real-world use? Not always.
Take car seats, for example. I absolutely trust Which? when it comes to safety ratings—because I want professional testing in that area. But their selection is often limited, and their testing criteria may not always match my own priorities. If a seat is technically “safe” but lacks the flexibility or affordability I need, where does that leave me?
I guess my biggest question is this: How relevant are Which? reviews to the average person’s budget, lifestyle, and priorities?
The Infuriating Subscription Trap
If there’s one thing that truly drives me mad about Which?, it’s how difficult they make cancelling a subscription.
Why in 2024 can I still not cancel online? Why do I have to pick up the phone like it’s 1999?
Okay, they’ve now added a chat cancellation option—but only during working hours. And don’t they realise I’m a millennial? As, I assume, are a lot of their subscribers? I avoid interacting with humans wherever possible! If I can’t do something via an app, an automated process, or at 3 AM in my pyjamas, I’m already mildly inconvenienced.
I get it—it’s a business. Making cancellations easy means losing money. But in an era where every other service allows you to unsubscribe in seconds, Which? feels intentionally archaic. And that annoys me.
Have you ever tried cancelling a Which? subscription? If you have, you’ll know exactly what I mean. It’s not hard once you actually get through, but it’s long-winded, and most of us forget to do it until the renewal payment has already left our account. Convenient for Which?, less so for us.
Alternatives: Where Else Can You Get Reliable Reviews?
So, if Which? is expensive, has questionable real-world relevance, and is a nightmare to cancel, what else is out there?
Honestly, I don’t trust any single review platform completely. Every source has its strengths and weaknesses:
• Trustpilot – User-generated, so great for getting public sentiment—but also easily manipulated.
• Reddit & Forums – Real-world feedback from actual users, but opinions are highly subjective.
• YouTube Reviews – Often more up-to-date than Which?, but influencers can be biased.
• Consumer Reports (US) – The American version of Which?, but not always useful for UK shoppers.
I use a mix of these, plus whatever else I can dig up online. But the truth is, no single source can replace research and common sense.
The rise of TikTok reviews also complicates things. While I love the accessibility of real-person feedback, I’ve seen how easily businesses can get unfairly dragged through the mud due to one viral post. Social media reviews can be powerful, but without context, they can also be wildly misleading.
So, what’s the answer? Cross-check everything. Never take a single review at face value.
What’s Next for Which??
Here’s where I think Which? is at a crossroads. Product reviews might not be its future.
We’re heading into a time where big, expensive purchases are becoming a luxury. People aren’t rushing out to buy the latest appliances—they’re repairing, reusing, and making do. This shift means that longevity and cost-effectiveness over time are more important than ever.
If I were running Which?, I’d double down on financial and consumer advice. Right now, people want to know:
• Which products last the longest?
• Which brands are worth repairing instead of replacing?
• How do I make my money stretch further?
We need more focus on future-proofing purchases. Because Which? may be great at telling you what to buy now, but in a world where spending is slowing down, we need to know what will still be worth having in 10 years.
I’d also rethink how Which? presents financial content. Right now, Martin Lewis is dominating that space with free, accessible advice. Can Which? justify charging for something people are used to getting for free?
If they don’t adapt, Which? may become a niche luxury service rather than a household necessity.
So, Is Which? Still Worth It?
If someone asked me whether to subscribe to Which?, my honest answer would be: try it for yourself and see how useful you find it.
It’s undoubtedly a valuable tool, but like any tool, it has its limitations. It’s not the only source of truth, and it doesn’t suit every shopper. Some people will find Which? indispensable; others will wonder why they ever paid for it.
For me? I’ll probably keep subscribing—for now. But I’m increasingly selective about how I use Which?. I trust it for safety and finance, but for everyday product recommendations? I prefer to cast a much wider net.
But what about you? Do you think Which? still deserves its reputation, or is it losing its relevance? Would you pay for its insights, or do you think free alternatives do just as well?
Let’s discuss.
Leave a Reply