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 2

Three Pillars of Action of the Food and Consumer Safety Action Plan (FCSAP) Consumer Product Safety Program (CPSP) 3

CPSP Decision Making Flow Chart 4

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 Recalls Advisories Information Updates Stakeholder Engagement Fact Sheets Bulletins Publications Campaigns 5

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 Recalls Advisories Information Updates Stakeholder Engagement Fact Sheets Bulletins Publications Campaigns 6

New Risk Communications Approach Timely Relevant Credible Transparency Objectives: Profile high-risk product recalls Respond to consumer concerns Targeted consumer education 7

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 8

9 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. 10

Streamlining Communications Products 11

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 12