| Manufacturers of consumer products selling into the | | | | directly to the CPSC Web site). The second is when |
| U.S. market are aware of the potentially dangerous | | | | proactive or cautious manufacturers or distributors of |
| and costly consequences when their products contain | | | | a given product suspect a defect or flaw and decide |
| a major design flaw or manufacturing defect. The U.S. | | | | to error on the side of caution by instituting their own |
| Consumer Product Safety Commission (CPSC) Web | | | | recall campaign. Either way, the CPSC ultimately gets |
| site indicates that there is indeed reason for caution on | | | | involved with all consumer product recalls - provided |
| the part of all manufacturers: deaths, injuries, and | | | | that the product in question is one of the 15,000 |
| property damage from consumer product-related | | | | product types that falls under the CPSC's domain. |
| incidents cost the U.S. more than $700 billion each | | | | FAQ #4: How should my company determine whether |
| year. | | | | we should issue a recall? |
| The CPSC's "November 2007 Recalls and Product | | | | A: The determination as to whether your firm should |
| Safety News" report indicates a wide range of recent | | | | issue a product recall should depend upon a number of |
| recalls that were enacted in order to protect | | | | factors, both internal and external to your company. |
| consumers from potential dangers ranging from | | | | Often, multiple dimensions are to be taken into account |
| lead-based paint in toys to collapsing furniture. | | | | when considering whether to issue a campaign. Legal, |
| Here is an FAQ for those manufacturers who are | | | | financial, ethical, technical and political factors are all |
| currently considering a product recall or who operate in | | | | involved. If you are facing a potential product recall |
| industries that face a high degree of risk of product | | | | situation and would like to find out more, visit the |
| recall-related incidents. | | | | Business section of the CPSC Web site for |
| FAQ #1: Which types of consumer products are | | | | information about regulations and industry guidance. |
| experiencing highest incidence of recalls? | | | | FAQ #5: What are the options available to me to get |
| A: According to an analysis of the "November 2007 | | | | the message out to consumers and distributors in the |
| Recalls and Product Safety News" report available on | | | | event of a recall? |
| the CPSC Web site, 36% of recalls in that month | | | | A: The very nature of most product recall situations is |
| involved baby goods or toys. Following close behind | | | | one of urgency. Companies have a number of options |
| were products in the following categories: jewelry | | | | available to them in getting the word out to affected |
| costume jewelry (13%), electronics/electrical products | | | | parties, including direct mail, press releases, e-mail and |
| (13%), furniture (9%), and machines/vehicles (6%). | | | | telephone-based campaigns. The fastest-to-implement |
| Other product categories represented among the | | | | media for conducting recalls messaging campaigns are |
| multiple recall campaigns mediated by the CPSC in | | | | telephone and e-mail-based campaigns. However, |
| November include clothing, decorations, outdoor | | | | telephone-based campaigns are likely the most realistic |
| sporting goods, school supplies, paper goods, storage | | | | to implement, given that the typical company's |
| racks and tools. | | | | customer database often lacks e-mail addresses for |
| FAQ #2: What are the most prevalent potential | | | | many consumers, while telephone number data is |
| dangers related to recent recalls? | | | | readily available for most or all consumers. |
| A: The recalls in the aforementioned November report | | | | Facing a product recall situation is something that |
| were implemented in order to avoid a number of | | | | every manufacturer or distributor would like to avoid. |
| potential public and consumer health hazards as | | | | However, given that most consumer product |
| indicated by the CPSC. By far the most prevalent | | | | categories are potentially at risk for a recall - and given |
| potential hazard among recent recalls was that of the | | | | the public health dangers at stake - the decision to |
| presence of lead in the recalled products (47%). Other | | | | implement a campaign is often the least-costly and |
| potential hazards include the risk of fire (19%), collapse | | | | most ethical choice. If your company is facing a recall |
| bodily injury (11%), choking (6%), lacerations/cuts (6%), | | | | situation, it is important to make quick, accurate |
| strangulation/suffocation (6%), and electric shock (4%). | | | | judgments about whom to contact and how to |
| FAQ #3: What events typically lead up to a product | | | | determine the content of the recall message that |
| recall? | | | | consumers will hear. From that point forward, choose |
| A: A product recall can come about in two primary | | | | a medium for your messaging campaign based upon |
| ways. The first is the result of multiple | | | | the following factors: time-to-launch, chances of |
| consumer-originated complaints to the CPSC or other | | | | reaching the highest percentage of affected |
| government organizations about the same product. | | | | consumers, operational flexibility, and cost. |
| (Such complaints can be directed by consumers | | | | Source: U.S. |