Can any business display the Which? Trusted Trader logo?

No. The logo is licensed to businesses that have been assessed and endorsed, which is the whole point of it. A business that has merely applied, or that is listed somewhere else, has no right to use it.

Which? maintains a process for dealing with false claims of endorsement, and the scheme can suspend or remove a business that breaches its Code of Conduct.

The practical check takes a minute: search the business on the Trusted Trader directory. If it is not there, the logo is not doing the job you think it is.

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