Furthermore, you are relying on the consumer to ensure that old mobile phones are recycled; you must be aware that incentives do not work on every customer, ergo not all mobile phones will be recycled and some will certainly still end up in landfill. Mobile phones and recycling aside, our biggest concern with your advertising campaign is that by pushing out this message regarding your latest product, you are in fact sending a more general message which says:”consumer greed is a good thing”. With one ill-conceived campaign, O2 risks becoming the Gordon Gekko of the technology world. Not only that but it fails to adhere to its own marketing and sustainability mission statement.. In doing so O2 risks its own position as market leaders in sustainable business at a time when the stock of sustainability is only going to continue rising... we urge you to remove these advertisements with immediate effect and to come up with a more positive message.