Which? Fund

The Which? Fund seeks to address the consumer harms experienced by diverse and disadvantaged communities, by funding specific, strategic projects, with the potential to benefit large numbers of people by changing policy, regulation or practice.

But what does that actually mean?

Consumer harm takes many and varied forms, and is often difficult to spot. Consumer harms include:

• When choices are complicated, making it hard for consumers to find the option that is right for them, or to make an informed decision.
• When businesses take unfair advantage of consumers, for example using information they know about certain people to charge them more than others or where it’s so hard to resolve problems and complaints that consumers end up out of pocket.
• When poor safety standards or criminal scams put consumers in physical danger, or cause stress, financial losses or other emotional harm.