Improving Recall Effectiveness

2. Improving Recall Effectiveness Ruth Mackay General Manager, Product Safety Hazard Response Branch,

3. Australian Competition and Consumer Commission

4. Productivity Commission Report Recommendation “As the success in recovering unsafe products is variable (and especially poor for low value products) the Ministerial Council on Consumer Affairs should undertake a review of existing recall guidelines to ensure that recalls are undertaken in the most effective manner.”

5. Recall Review Research • File review (2006 – 2008) • Market research • Australian specialist regulator and international regulator system review • Consumer and supplier feedback • International questionnaire

6. Australian Recall Systems • ACCC (Trade Practices Act) • Domestic goods > $40 000 • 8 State and Territory Fair Trading Acts • Specialist Regulators • Food • Motor vehicles • Pesticides • Therapeutic goods • Electrical goods

7. Common processes and levels of government interest • Notification • Assessment of recall strategy • Oversight of implementation • Assessment of completion • Auditing the recall • Ordering a compulsory recall

8. Australian Recall Statistics

9. Recall return rates by regulator

11. Notification

12. Advising the Regulator

13. What is a recall?

14. Notify what? The Recall Strategy

15. Notification so far… 1 Who is notified - clarity required; duplication avoided; process streamlined. 2 Define ‘recall’ - preferably broadly. 3 Identify critical information requirements; assess actively.

17. Communication

18. Forms of communication

28. Words that resonate 1. Urgent 2. Recall 3. FDA 4. Danger 5. Warning 6. Unsafe 7. Alert 8. Safety

31. Printed Recall Notices • The border should be printed in colour – either black and yellow or black and red. • The recall notice should include a photograph of the product. • The recall notice should contain a hazard symbol. • The recall notice should have a font size no less than 11 point.

32. Every recall notice should include the following features: • A title using one or more ‘impact’ words. • The title should be in at least 16 point andin bold text. • A clear description of the product including serial and model numbers or other unique identification. • A clear description of the risk and potential injury. • ‘What to do’ which explains the action the consumer is to take. • Contact details for the supplier including the recalls.gov.au website in 14 point and bold text. • Details about how the supplier plans to reduce the inconvenience caused to the consumer including refund, replacement or repairoptions.

33. Retrieving the product

36. Warranty Cards

37. Recall Registration Cards PRODUCT REGISTRATION FOR SAFETY ALERT OR RECALL We will use the information provided on this card to contact you only if there is a safety alert or recall of this product. We will not sell, rent or share your personal information. To register your product, please complete and mail back this card or visit our online registration at www.WEBSITE NAME.com

38. Online Registration

39. Don’t Lose Focus

40. Low Cost Products

41. Closure

42. Find The Root Cause

43. Disposal

44. Recall effectiveness Recall Effectiveness can be assessed by: • the percentage of product returned from both offer of supply and the hands of consumers • the breadth and depth of the recall advertising including repeated recall messages • the communication methods, how effectively the communication strategy is targeted and whether it has reached the intended audience

45. Recall Effectiveness (continued) • where relevant, a decrease in the number of injuries and complaints about the product • the likelihood of the product remaining in use • notification of others in the supply chain • information about the disposal of the product

46. Thank You For Your Attention

47. www.accc.gov.au