The European Union has introduced a new regulation to improve the effectiveness of product recalls, aiming to better protect consumers from hazardous products. The General Product Safety Regulation (GPSR) and its Implementing Regulation (EU) 2024/1435 require businesses to adopt more proactive and transparent approaches to product recalls. Key aspects of the regulation include direct communication with consumers, clear recall notices, and offering effective remedies such as repairs, replacements, or refunds.
The new rules mandate that recall notices be drafted in a way that clearly communicates the risk to consumers, avoiding language that might downplay the severity of the issue. For instance, terms like “voluntary,” “precautionary,” and “discretionary” should not be used in recall notices. Moreover, businesses are expected to provide consumers with a choice of remedies, ensuring that the actions required are simple, effective, cost-free, and timely.
Businesses will need to directly contact consumers where possible, utilizing product registration systems or customer loyalty programs to facilitate direct communication. For consumers who cannot be contacted directly, businesses will be required to publish clear recall notices on their websites, social media channels, newsletters, and physical retail outlets to ensure the widest possible reach.
The regulation seeks to standardize the approach to product recalls and corrective measures across the EU, potentially increasing the administrative burden on businesses. However, the ultimate goal is to reduce the number of dangerous products in the market and enhance consumer protection. With an estimated third of EU consumers continuing to use recalled products, often due to confusing or unclear recall notices, the new regulation aims to address this issue and minimize the risks associated with unsafe products.
