By now, you have likely heard about the massive recall of 27 million IKEA chests and dressers. Last week, every news outlet from the New York Times, to the Today Show, to USA Today, to CNN provided coverage of the recall due to tip-over risks that have resulted in two deaths. A quick Google search on "IKEA Dresser Recall" returned 322,000 results in half a second. It was certainly big news everywhere.
But, the news wasn't really about a recall at all. In a very rare deal between the Consumer Product Safety Commission and the popular Swedish retail furniture giant, the joint announcement you heard was about a "repair program" instead. While many of the news outlets first went with a "recall" headline (and then several retracted it shortly thereafter) the announcement was actually about the a free wall anchoring kit IKEA was making available to secure the indicated furniture to the wall.
If you are sourcing promotional products, or engaged in manufacturing safe and compliant products, you should know that a recall is not a matter of "if," but more a matter of "when." In fact, as part of the accreditation process for Quality Certification Alliance, among the protocols suppliers must demonstrate is the ability to perform a mock recall. No supplier is accredited by QCA without first performing a mock recall and documenting it – it’s that important to have a plan in place to successfully implement if you need it. In our industry, a recall is, well, a recall.
That's what made last week's announcement of a repair program for 27 million pieces of furniture of particular interest. Since 2013, the CPSC has gone out of its way to stress that EVERY corrective action be labeled a "recall," including those involving promotional products. Since then, without exception, EVERY corrective action announced publicly HAS indeed been a "recall." As noted in the National Law Review, the Commission's reason for formalizing the naming process was that "the word 'recall' draws media and consumer attention to the notice and to the information contained in the notice. In addition, use of the term 'recall' draws attention to the notice more effectively than omitting the term or using an alternative term. A recall notice must be read to be effective. Drawing attention to the notice through the use of the word 'recall' increases the likelihood that the notice will be read and will help effectuate the purposes of the CPSA and Consumer Product Safety Improvement Act."
Critics of the unique exception made in this instance say the issue is not one of simple semantics. "The words mean something," Pamela Gilbert, executive director of the commission in the 1990s, told Philly.com. "This furniture can tip over and kill your kid. And the word repair does not convey the hazard and the potential tragedy." The decision on exactly what to say in the joint CPSC/IKEA announcement came after months of negotiations. Neither IKEA nor the CPSC would discuss the negotiations, and the commission's spokesperson said federal law prevents discussion beyond their mutual press release.
IKEA says the repair kits they are sending now are intended for consumers who didn’t use the tip restraints that originally came with the furniture they purchased. And, according to safety advocates, that's part of the problem – consumers either aren't really aware of the threat, don't take it seriously, or simply don't bother to install them. According to the CPSC, 38,000 emergency room visits a year are due to tip-overs, most from TVs on top of unsecured dressers. The problem comes from a deadly combination – new large flat-screens placed on top of older, unsuitable furniture.
Gilbert, the former CPSC executive director, says perhaps IKEA did not want to use the word "recall" for liability reasons. "If you admit you're doing a recall, then as a company you're admitting you have a dangerous product on the market," Gilbert said.
In the case of promotional products, it’s about doing the right thing for end-user clients and the consumers they give those promotional products to. It’s not only admitting that a product has failed, no matter the cause, but also knowing what to do, and making the choice to do it – no matter what.
Jeff Jacobs has been an expert in building brands and brand stewardship for more than 30 years. He’s a staunch advocate of consumer product safety and has a deep passion and belief regarding the issues surrounding compliance and corporate social responsibility. He is the executive director of Quality Certification Alliance, the industry’s only non-profit dedicated to helping suppliers provide safe and compliant products. When he's not working, you can find him traveling the world with his lovely wife, working as a volunteer Guardian ad Litem, or sometimes even enjoying a cigar at his favorite local cigar shop. Follow Jeff on Twitter, or reach out to him at jeff@qcalliance.org.