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
Co-CEO
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.
Louise is a consumer champion and an expert in consumer vulnerability. In September 2023 she was appointed at a Non Exec Director for the Property Ombudsman Service and the Chair of the Consumer Forum. Louise is past Chair and Non Exec Director for the Chartered Trading Standards Institute (2020-2023) .
Louise was a Board member of the Advisory Board for Safer Gambling for the Gambling Commission from November 2018 until March 2022. Louise also sits on the Consumer Panel for Phone-Paid Services Authority. Louise is an expert in consumer vulnerability, regulation, fraud and scams. Louise was awarded an MBE for protecting vulnerable consumers from financial abuse in 2017.
Adam Carter
Co-CEO
Adam spent the first 20 years of his working life in retail, eventually purchasing two retail outlets in 2015. In 2018, Adam joined the National Trading Standards Scams Team to re-launch the team’s Scam Marshal initiative as a Senior Project Officer. The Scam Marshal initiative went on to win a Tackling Economic Crime Award (TECA) in 2020 for Outstanding Prevention Initiative.
Adam continued working for the Scams Team within the Friends Against Scams, investigations and special project teams. As one of the lead officers in the Scams Team’s call blocking project in 2019/20, the team went on to win the TECA for Outstanding Prevention Initiative in 2021 for the second year running.