Back Market vs Vinted

Back Market's Forshaw: AI Slop Would Make Us Look Like Idiots

In an interview with The Drum, Back Market's head of European marketing, Luke Forshaw, discusses how the refurbished-tech marketplace builds consumer trust, why sustainability alone doesn't drive sales, and where AI should be used in marketing. Forshaw stresses that refurbished devices are professionally tested, repaired and resold with warranties, distinguishing Back Market from general secondhand sellers. Price remains the biggest purchase driver in the UK, while sustainability functions as a 'cherry on the cake'. He warns that using AI too heavily in creative work could produce 'AI slop' and damage brand trust, advocating an 80–90% human, 10–20% AI split focused on reporting and audience data interpretation. He also highlights Back Market's full-funnel growth strategy, its Tribeca X entry 'Silly Little Plastic Cat', and lessons from its Earth Month campaign.

• Back Market sells refurbished tech that is tested, checked, repaired and resold by professionals, with warranties and returns guarantees.
• Luke Forshaw spent eight years working on Apple marketing at Media Arts Lab, part of the OMD network, before joining Back Market as head of European marketing.
• Forshaw advocates an 80–90% human and 10–20% AI split in marketing, using AI mainly for reporting and data interpretation, not creative concepts.

Best Creative Ads: Back Market, Roku, Honda

Ad Age published a feature on July 20, 2026 by Tim Nudd highlighting this week’s most notable advertising campaigns, spotlighting creative work from Back Market, Roku and Honda. The piece describes standout spots and creative approaches—one caption notes an ambitious Honda Europe spot by Pablo featuring shapeshifting visual elements. The article is an editorial selection of notable creative ads and includes related recommended stories and links to other agency and brand coverage on the site.

• Ad Age published an article on 2026-07-20 highlighting top creative ads from Back Market, Roku and Honda.
• The article was written by Tim Nudd.
• A caption in the article states that Pablo created a Honda Europe spot that features shapeshifting blobs.

Back Market Founder Stakes Mother's Life in Ad

Back Market has launched a global creative campaign titled "Swear on Our Mom’s Life" to build consumer trust in refurbished devices. Created with agency Mother and directed by Harold Einstein (Packer Productions), the campaign features founder Thibaud Hug de Larauze alongside his real mother, Valerie, and uses a tongue-in-cheek pledge — “We swear on our mothers’ lives — and if we ever break our promise, her life is yours.” The ads emphasize Back Market’s quality assurances (30-day free returns, one-year warranty, 100-point inspection) and will debut in July 2026 in New York across TV, video-on-demand, out-of-home, social and audio before a wider US, UK and EU rollout. Credits list Mother as creative agency and Packer Productions as production company.

• Back Market launched a global campaign called "Swear on Our Mom’s Life" created with agency Mother.
• Founder Thibaud Hug de Larauze appears in the commercials alongside his real mother, Valerie.
• The campaign uses a dramatic pledge line: “We swear on our mothers’ lives — and if we ever break our promise, her life is yours.”

Vinted Surges to Top of German TV Ad Charts

According to All Eyes on Screens data, Vinted became the most-seen brand in German TV advertising during the week of September 7-13, 2026. The company aired over 4,700 spots, achieving a gross reach of over 1,000 XRP, surpassing McDonald's (836 XRP) for the top position. Most spots ran on niche channels like N24 Doku, Deluxe Music, and Warner TV Comedy, while RTL contributed a significant share of reach despite fewer spots. Vinted's estimated gross TV ad spend for the week was about 7 million euros. Other notable advertisers include Jochen Schweizer (ProSiebenSat.1 subsidiary) with 299 XRP, Verivox with 2,570 spots across various channels, and August Storck for its Merci brand. The data measures second-exact reach in Vodafone households.

• Vinted aired over 4,700 TV spots in Germany in the week of September 7-13, 2026.
• Vinted's gross reach exceeded 1,000 XRP, overtaking McDonald's (836 XRP).
• Vinted's estimated gross TV ad spend for the week was approximately €7 million.

The September reset: where to find the money for the thing you've been putting off

New press release added to the Vinted newsroom: 'The September reset: where to find the money for the thing you've been putting off', published September 7, 2026.

Vinted Scammers Use Fake Shops to Bypass Buyer Protection

The article details a scam on the secondhand marketplace Vinted where sellers lure buyers off-platform to pay via direct bank transfer, often offering discounts to avoid Vinted's buyer protection fee. Vinted's fee (5% plus 70 cents) acts as an escrow, but direct payments offer no protection. The UK Intellectual Property Office reports that one in four secondhand buyers unknowingly purchased a fake. The article advises checking seller profiles, photos, and using platform-integrated payment. It highlights eustella, a European AI research agent that can verify shops, and notes Vinted's slow moderation response. A joint Vinted-IPO checklist provides guidance on spotting counterfeit items.

• Vinted charges a buyer protection fee of 5% plus 70 cents for platform transactions.
• Scammers on Vinted attempt to move transactions off-platform to bypass escrow protection.
• According to the UK IPO, one in four secondhand buyers unknowingly bought a fake item in the past year.