Improving Communications on Consumer Product Safety

1
Improving Communications on Consumer Product
Safety

• May 29, 2014

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Consumer Product Safety in Canada

• 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

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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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Opportunities to Improve Consumer Outreach

• 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

Recalls Advisories Information Updates Stakeholder
Engagement Fact Sheets Bulletins Publications Cam
paigns
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Opportunities to Improve Consumer Outreach

• 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

Recalls Advisories Information Updates Stakeholder
Engagement Fact Sheets Bulletins Publications Cam
paigns
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New Risk Communications Approach

• 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
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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