HP has been accused by the cartridge remanufacturing industry of running an advert that could mislead consumers about the environmental and cost benefits of reconditioned printer cartridges.

The United Kingdom Cartridge Recyclers Association (UKCRA) called the ad, which appeared in The Times on 20 January 2007, "misleading and disingenuous ".

In a complaint the organisation submitted to the Advertising Standards Authority (ASA), it said it was "appalled" HP had implied remanufactured or refilled cartridges are filled with used ink which lead to the analogy of using them being like "eating used food".

Laura Heyward, the organisation's secretary told Computeractive it considered HP had been "irresponsible for comparing refilled or recycled inkjet cartridges with half-eaten food" and this was a "ludicrous and erroneous analogy".

In the complaint she submitted to the ASA for the organisation she also said the advert ridiculed the environmental benefits of recycling.

"We feel this ad has hurt the concept that reuse is more beneficial to the environment than recycling (crushing and incineration) and totally ignoring the fact that a refilled cartridge uses far less energy to produce and with a minimal carbon footprint compared to a new one manufactured by HP - in China - and transported half way around the world.

UKCRA also claimed the research HP used to uphold its argument was not impartial and has called on the company to substantiate its claims.

The complaint said: "They … attempt to uphold their argument by a comparison study that was commissioned by HP themselves and that no UKCRA member was asked to contribute to. That HP should have been allowed to substantiate their claims by quoting from their own supported comparison study should not have been allowed.

"We can quote other completely and independent studies that show a refilled cartridge can be comparable and in some cases even superior to the original and have the supporting documentation to prove it."

The ASA said the complaint was currently being considered but a ruling had not yet been made. We are waiting for comment from HP.