Which?

What they ask for — in their own terms

Consumers should be protected in digital markets and against fraud, including AI-enabled scams.

What they do

UK consumer champion: product testing, consumer rights guidance, policy and insight work across nine areas including Digital Markets, Fraud and Consumer Insight, and a Scam Alerts service.

What a newcomer can do

Subscribe to Scam Alerts and read the AI scams guidance; if you want to influence policy, respond to its Consumer Insight Tracker work or contact its policy team.

Worth knowing

FLAG: Which? has no dedicated AI policy programme that could be verified on its own site — AI appears inside fraud and digital markets work. If AI is your issue, this is a weaker route in the UK than approaching an MP directly or going through PauseAI UK or ControlAI.

Tips

unclear — it runs a Scam Alerts service but a public AI-harm reporting tool was not confirmed

Where they work

United Kingdom.

Size

Large, long-established consumer organisation with its own testing labs.

Spending

Subscription funded.