Will Complaint Database Mean More Frequent Recall Management?

By Mike Rozembajgier

Last month, the U.S. Consumer Product Safety Commission (CPSC) “soft” launched its consumer complaints database, offering consumers and manufacturers a preview of the new tool so that they can better understand the impact it will have on the industry. The database, SaferProducts.gov, which is scheduled for a full launch in March, will publicly track the complaints and criticisms the CPSC receives each day. It remains to be seen how the database will impact brands and whether it will result in more recalls. But to be safe, now is the time for your company to review your recall management, plan for future recalls, and protect your brand from consumer complaints.

Some companies are already aware of the severity of these public reports. In fact, they have been working with their industry groups to raise their concerns about the database, claiming that it has the potential to be filled with fictitious information filed by those trying to slam specific brands or industries. As Advertising Age reported recently, the CPSC has created internal measures to guard against potential defamation by forcing consumers who file complaints to identify themselves. The agency is also offering consumers the opportunity to disclose their comments to manufacturers.

The database has the potential to not only influence consumer buying habits, but also to increase the number of recalls. In fact, some regulatory experts argue that if the database were already in place, the CPSC, with the help of American consumers, would have been able more quickly to identify problematic products such as tainted drywall which took the agency three years to uncover. Ultimately, CPSC officials hope that this new tool will mean safer products and more consumer involvement in product safety.

According to the agency, the new database will include only information about product defects that could cause injury or death. It does not seek to track issues of quality control. Nevertheless, the database marks a proactive step the agency is taking to create an internal and external early warning system for unsafe products. While consumer reports submitted during the soft launch would not be made public until the program is fully launched and functional, companies should prepare now for what might be released in March.

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