The Advertising Standards Authority ruled today that Manchester based phone repair service Elite Phones and Computers Ltd had made misleading claims regarding its promise to use ‘only genuine, [sic] parts’ for all their repairs, made on their website www.mobilephonerepairing.co.uk.
The ruling stated that the Eccles based company ‘must not claim that they only used genuine parts to repair computers and mobile phones unless that was the case and was supported with robust documentary evidence.’
The ASA’s investigation began following one complaint by a customer of the company’s service regarding their claim of only using genuine parts. When contacted by the ASA, the company admitted that when genuine parts were not available they used parts by third parties and immediately clarified the claim to read that repairs are carried out ‘using genuine parts, if the manufacturer does not supply parts we use only the highest grade parts on the market.’
Explaining their decision to uphold the decision, the ASA stated, ‘We acknowledged that Elite Phones and Computers amended the claim following our enquiries but considered was not sufficient, as again, they had not provided any evidence showing that they used genuine parts to repair mobile phones.
Therefore, because Elite Phones and Computers did not provide documentary evidence to support the claim "only genuine parts for all our repairs", we concluded it had not been substantiated and was misleading.’
Mobile approached Elite Phones and Computers, who also go by the name of Elite Communications for comment, but the company is yet to respond.