Improving Communications on Consumer Product Safety

May 29, 2014

• Growing number of product recalls in 2007 prompted government action to improve consumer protection

• Food and Consumer Safety Action Plan (FCSAP) launched in 2007 • Included commitment to update product safety legislation

• New Canada Consumer Product Safety Act (CCPSA) came into force June 20, 2011

Consumer Product Safety in Canada

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Three Pillars of Action of the Food and Consumer Safety Action Plan (FCSAP)

Consumer Product Safety Program (CPSP)

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CPSP Decision Making Flow Chart

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Historic approach:• Product recalls all treated equally, regardless

of whether high or low risk • Range of publications used to communicate

various messages• Non-urgent issues received same treatment as

urgent issues• Advisories used for recurring seasonal issues

• Consumer campaigns focused primarily on prohibited or regulated products

Opportunities to Improve Consumer Outreach

RecallsAdvisories

Information UpdatesStakeholder Engagement

Fact SheetsBulletins

PublicationsCampaigns

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Impacts of Approach:

• Risk management decision-making was not well understood

• Inconsistency in how and when risk communications products were used

• Consumer information overload/ confusion

• Product issues associated with broader scope of CCPSA were not systematically addressed in consumer campaigns

Opportunities to Improve Consumer Outreach

RecallsAdvisories

Information UpdatesStakeholder Engagement

Fact SheetsBulletins

PublicationsCampaigns

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New Risk Communications Approach

Timely Relevant

Credible

Transparency

Objectives:

• Profile high-risk product recalls

• Respond to consumer concerns

• Targeted consumer education

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Profile High-risk Product Recalls

• Previous approach: • 236 recalls in 2012 featured on the Web and sent via Listserv• All recalls given same treatment, no matter the health or safety risk• No difference in branding between industry and HC recalls

• New approach: • All recalls will continue to be posted in the database• Industry recalls will be clearly identified• In addition, Health Canada will feature as “Alerts” those issues that pose

a serious threat to health or safety–Tiered dissemination approach:

• High Risk: Profiled as “Alerts”, featured on web, active use of social media• Lower risk: Remain available in database; low-profile social media

–Consumers attention drawn to where Health Canada identifies risk

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Profile High-risk Product Recalls

Respond to Consumer Concerns and Perceptions

• Previous approach: • Consumer Product Safety Program used a mix of communications

products and messaging, resulting in potential confusion• Inconsistent response when there is high consumer concern about

low risk health and safety issues• Program proactively communicated in some instances, but did

not in others • New approach:

• Streamlined, simplified communications products with clear messages

• New tool developed to assess consumer concern when health risk is low.

• In such cases, where perceived risk is high, “Consumer Product Update” is issued.

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Streamlining Communications Products

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Targeted Consumer Education

• Previous approach:• Annual campaigns focused on repeating routine messages

(Halloween costumes, Garage Sales)• Primarily HC driven, not taking advantage of partnerships or data

analysis

• New approach:• Focused on areas assessed as high risk for broader range of

products, where consumer action required to manage risk• Coordinated consumer campaigns, planned well in advance• Leverage networks (e.g. via NGOs) to extend audience reach• Targeted distribution (e.g. retail partnerships, social media, pro-

active media outreach)• Aligned with international partners, where appropriate

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