Sony UK talked me through the procedure to de-authorize. Here it is:
1. Turn on.
2. Press reset button on rear of the reader.
3. Cycle the power off and on.
4. As the unit is powering up, press and hold for 30 seconds, 'Volume +' and 'Tab'
5. You are then presented with the option to completely delete all files. After taking this option the reader is de-authorized.
Hope this helps for anyone else with this problem.
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