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Recalls 2008: Are You Ready? Ogilvy Renault
April 7, 2008
Ottawa and Toronto, April 7, 2008- Product recalls are at a record high in Canada. So are public notices of voluntary withdrawals. This has made product safety and quality a leading issue for consumers and retailers. Making sure products are safe-and reassuring the public of this-are now more important than ever, according to Ogilvy Renault's Recall and Crisis Management (RCM) practice.
"Product safety has quickly become a mainstream issue. Consumers are demanding it, whether it's for children's toys, prescription drugs or food," says Martha Healey, partner at Ogilvy Renault. "Companies are responding because they know that perception can be reality for consumers. If people don't feel a product is safe, they probably won't buy it-even if it is."
Recalls can be devastating for business, but they aren't always the only answer. Ogilvy Renault's RCM practice offers companies several proactive steps they can take to avoid recalls in the first place. Businesses should also have a comprehensive recall plan in place-and review their plan and process once the recall/product withdrawal is over.
"At the end of the day, the equation is simple. The more active steps a company takes to avoid a recall or prepare itself, the more it will minimize the effects," says Penny Bonner, senior partner at Ogilvy Renault. "A company's response to a recall must be swift, serious and fully responsive to regulators and the public."
About Ogilvy Renault's Recall and Crisis Management (RCM) practice
Ogilvy Renault's Recall and Crisis Management practice is innovative in Canada. Leading members of the team work in our Business Law and Litigation groups and have guided clients in a wide range of industries through the turbulent times of product recalls. The team provides advice on crisis management planning, crisis communications, loss prevention and recall strategies. The team's goal is to help clients prevent a recall or manage and contain recall incidents.
About Ogilvy Renault
Ogilvy Renault LLP is a full-service law firm with close to 450 lawyers, patent and trade-mark agents practicing in the areas of business, litigation, intellectual property, and employment and labour. Ogilvy Renault has offices in Montréal, Ottawa, Québec, Toronto, and London (England), and serves some of the largest and most successful corporations in Canada and in more than 120 countries worldwide. Find out more at ogilvyrenault.com.
Contacts
Peter Zvanitajs - Toronto
Senior Advisor, Media Relations
416.216.1871
pzvanitajs@ogilvyrenault.com
Joanne Lajeunesse - Montréal
Director, Marketing and Media Relations - Quebec Region
514.847.4723
jlajeunesse@ogilvyrenault.com
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