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Published on March 28th, 2017 | by The GC Team

Paws for thought: almost a third of consumers don’t register their appliances

Electrical Safety First has come up with a novel way to encourage consumers to register their appliances with a video starring two canine chums concerned about the potential risks posed by faulty products.

The charity is hoping that people will share the video of the pooches via websites and social media to help spread the registration message https://www.youtube.com/watch?v=HOq3toGq34M.

The activity follows a partnership between ESF and Beko exploring consumer attitudes to product registration. Research revealed that despite the number of high-profile safety notices and product recalls issued last year, a substantial proportion of all consumers who purchased an electrical item in the last 12 months did not register their purchase.

In 2016, 61 recall notices were issued for electrical products in the UK.

The research also showed some interesting shifts in consumer attitudes to registration. 9% of respondents said they were worried about giving personal information to manufacturers – a marked decrease in the level of concern recorded by ESF in 2014, which was then three times higher.

The main reasons given for not registering appliances were: “I forgot to register”, “I didn’t know I could register” and “I don’t see the point”.

Previous research undertaken by ESF shows that the product recall success rate is rarely more than 10% to 20%, despite the risks that faulty electrical items can present.

Emma Drackford, Head of Communications at Electrical Safety First, said: “This research makes it clear that there is a lot of work ahead to shift consumer attitudes on product registration. Although some attitudes have changed towards marketing, a concerning amount of consumers are still apathetic towards registering their electrical products. We’re urging consumers to be aware of registration as an essential step when purchasing an electrical product.

“It is great to have Beko Plc on board funding research for this important product safety area. We would like to see all manufacturers promoting product registration with their customers and ensuring registration is a simple and straightforward process.”

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