AMDEA urges public to register appliances with new Pop Art campaign

KitchensNews Mon 17th Jan 2022 by KBBFocus

AMDEA urges public to register appliances with new Pop Art campaign

AMDEA urges public to register appliances with new Pop Art campaign

A striking Pop Art campaign run by the Association of Manufacturers of Domestic Appliances (AMDEA) during Register My Appliance Week (17th to 21st January) will highlight a serious message as householders are asked if their appliance manufacturer would know which machines they have in their homes if a fault comes to light with their model. 

The new campaign asks: 'Been together a while? Make it official' and is aimed at the owners of some 100 million appliances, as according to recent research, 49% of us have never registered a product, potentially leaving some 100 million large and mid-sized older machines untraceable. AMDEA says this could all be remedied by people taking a few minutes to register their appliances.

Register My Appliance is a web portal developed by AMDEA to improve ownership data by making it quicker and easier for householders to register old and new appliances. Offering access to over 60 of the nation’s leading brands, the vast majority of manufacturers on the site welcome registration of products up to 12 years old or even older. Handy tips guide the user through how to find the important model details, meaning all the user needs to supply is their name and address. This data then goes directly to the manufacturer for use exclusively in case of a recall.

A recent AMDEA survey of appliance users nationwide, in both rental and owned properties, revealed that the vast majority (83%) of respondents did not know or did not think they could register an older appliance that they had not purchased themselves. The predominant reasons for not believing this possible were not knowing the dates of purchase (59%) or not having the receipts (48%) – neither of which applies to registration as a safety precaution.

AMDEA chief executive Paul Hide said: “The world has become a more ‘connected’ place, with advances in smart appliance technology adding high-tech convenience to our lives. But, as we sit back and enjoy this new technology, we shouldn’t forget that – when it comes to safety repairs – any connectivity with manufacturers is only guaranteed when you take a few minutes to register. You can do this easily on AMDEA’s registration portal. And registering older appliances is particularly key because it ensures you’ll never miss out on any important safety dialogue with the manufacturer.”

Tags: kitchens, news, amdea, association of manufacturers of domestic appliances, paul hide

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