Trading Standards professionals with over 25 years of combined experience.
We are experts in consumer regulation, consumer education, consumer vulnerability and business advice and guidance.
Our purpose & ambitions
Our purpose is to make consumer rights easy to understand for everyone in the UK.
It is our mission to support consumer and business alike to ensure consumer information, advice and education is simple and accessible to all. Everyone in the UK should know their consumer rights.
We believe…
Consumer rights information should be presented in many different formats and accessible for all.
Consumer rights should be simple and easy to understand.
All consumers can be vulnerable, due to situations, circumstance or marketplace complexities.
We want to support businesses to design inclusive services for all consumers to ensure every consumer gets the best deal for them.
Meet the Team
Louise Baxter MBE
Chief Executive Officer
Louise graduated with a law degree in 2001. In 2002, she started work for East Sussex Trading Standards. From there, she was promoted through the ranks and in 2009, she was appointed as a Senior Manager.
In 2011, frustrated by scammers and red tape, Louise Baxter set up the National Trading Standards Scams Team to fight back. She’s now the Chartered Trading Standards Institutes’s (CTSI) Lead Officer for Consumer Advice, Education, and Vulnerability, a Non-Executive Director for Property Ombudsman and TrustMark, and Chair of the Consumer Protection Panel.
As a former CTSI Chair (2021), she sits on various government boards. By day, she battles fraud—by night, she’s Chief Executive Officer of Consumer Friend, making consumer rights less boring!
Adam Carter
Chief Operating Officer
From shopkeeper to scam-slayer, Adam turned his passion for consumer rights into a mission to fight fraud. Since 2018, he’s been investigating scams, disrupting phone fraud, and protecting vulnerable consumers with the National Trading Standards Scams Team.
Now Chief Operations Officer of Consumer Friend, he co-hosts the Consumer Friend Podcast with Louise Baxter, which he loves almost as much as winding her up. A champion of media literacy, he’s on a crusade against smartphones, social media… and bad consumer practices!