Consumer group Which? is to expand its legal advice offering as interest in the opportunities offered by the legal services reforms grows, the Gazette can reveal. Speaking at a debate on the impact of the Legal Services Act 2007, Gordon Wilson, head of Which? Legal Service, said: 'We've expanded into three additional areas this year and we'll continue to expand to provide services in additional areas that [consumers] are requiring services or advice on.

'The other thing that we will do is utilise our brand. Increasingly in the new world, the brand that conveys that credibility, that value for money or whatever it is, is going to be incredibly useful and we're in a very fortunate position with that.' Wilson also said it was 'possible' Which? would set up or take over a law firm to create a full-service practice when alternative business structures are allowed in 2011 or 2012 - it currently offers advice short of representation - 'but I wouldn't say more than that'. The AA, Co-op and legal expenses insurer DAS have all publicly stated their intention to take advantage of the reforms when they happen.

Which? Legal Service currently employs a team of qualified lawyers to advise subscribers on a wide range of consumer-related areas - tenancy, neighbour disputes and enhanced employment law advice were the ones introduced this year. It markets the fact that it does not operate a call centre with non-lawyer operators reading from briefing sheets. Wilson told the roundtable, organised by Rapoport's Directory, a new online register of lawyers' professional experience, that it now provides 55-60,000 pieces of advice a year.

Subscribers pay £51 a year (£39 to existing Which? subscribers) and Wilson said the majority joined when they had a particular legal issue to resolve. In one employment case last year, a subscriber received an award of £158,000 after being advised by Which?. Wilson said recent research conducted by Which? Legal Service indicated that consumers are looking for advice that is accessible - meaning both convenient and understandable - value for money and credible. 'The research suggests that no current provider hits all of those three criteria,' he added.