Mobile Phone Recycling Website Told To Change TV Advert

Leading Mobile Phone Recycling company Mobile Phone Xchange (MPX) has had to release a new advert after they were found by the Advertising Standards Authority (ASA) to be misleading.

A viewer complained to the ASA after MPX’s original TV ad had stated, “Did you know that you can exchange any unwanted mobile phones for cash at mobilephoneexchange.co.uk? If you have recently upgraded or are about to change your phone, then visit our website to get an instant valuation for your old mobile.”

The viewer complained because MPX would not accept their old mobile phone, contray to what was stated in the advert. MPX admitted to the ASA that it did not offer cash for every single model of phone, but that around 900 handset models were accepted for exchange and so the company was not misleading consumers.

The ASA decreed that the advertisement must not be used again, as it was likely to mislead consumers into thinking any mobile phone could be exchanged. MPX managing director Geoff Walters said: “The campaign in question was not live at the time. We have started a new campaign that has been reworded. We had made a mistake which we have now fixed.”

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