I like to think that most independent mortgage advisers offer impartial and trusted mortgage advice so one can only assume that Which? readers visit other sources for advice.
I have no problem with Which? offering advice providing that it follows the same regulatory requirements as everyone else.
It will have overheads to meet and adviser salaries to pay so there must be a cost for its services and it certainly cannot remain in business if it does not charge.
I believe that part of mortgage advice is also covering the associated risk factors.
Is Which? also going to provide the appropriate mortgage protection and general insurance advice and is this also going to be a free service?