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What happens if there is a problem with a Which? Trusted Trader?

4 November 2026

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By Ross Webster

Start with the business. Endorsed businesses work to the Which? Code of Conduct, which expects a complaint to be dealt with properly rather than ignored.

If that does not resolve it, both customer and trader have access to Which? alternative dispute resolution service. It is an independent and impartial third party provided by Which?, which evaluates the evidence from both sides and aims to reach a suitable resolution where the trader and the customer could not.

The scheme also polices itself. If Which? is made aware of a substantial breach of the Code of Conduct, the business can be suspended or removed from the scheme altogether, which is why checking a profile is worth more than trusting a logo on a van.

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