Got a leaflet in the post from Which? Trusted Traders - apparently a new directory from the Which organisation. Offering me FREE entry into their "Red Book" directory. (Worth £200!!!!)
Second paragraph reads: "You'll be able to display the Which? Trusted Trader icon on you van, business card and other communications - and you'll feature on www. which traders.co.uk. It costs just £40 (plus vat)to be assessed and if you are approved the monthly fee from as little as £40
I thought these people were supposed to be about PROTECTING consumers from con-artists?? 
Its absolute con, don’t even touch it, they send me a similar letter, and then I thought lets give them a try, so they 1st took £40 plus V.A.T.
on the phone and two days later send their representative to me for an interview, oooohhh boy she was some nosy body, it reminded me of V.A.T. man.
Any way after she did the questioning , next day I had another call from which? And asked that I have a few subcontractor working for me which I said yes I do from time to time, and to my surprise, he said I have pay additional £40 per month for each subcontractor.
That’s when I lost temper and said you can stick your which label.
So I would say, they are another con like RATED PEOPLE.
They can see how checkarader is been very successful and they are thinking yes they can get on the ban wagon.
Any way be careful joining them and don’t waist your money.
I have since wrote them to ask for my initial £40 plus V.A.T. and guess what they say
I will get a refund within two weeks.
Funny they were quick to take the money straight away though.