A new code of practice has been launched to help retailers improve the effectiveness of product safety recalls among consumers.
Although the code is voluntary, it is hoped the new measures will provide 'clear guidance' for retailers needing to recall dangerous or faulty products.
The code is the first major announcement from the government's new Office for Product Safety and Standards (OPSS) and the British Standards Institution (BSI).
Recommendations for best practice include for retailers to store customer information for recalls separately from marketing databases, providing freephone helplines and photographs in all recall communications, and the regular testing of an organisation's recall plans.
The average success rate of product safety recalls is currently very low, with government reports finding that only 10-20% of consumers respond to them.
Scott Steedman, director of standards at BSI, said:
"Public interest in product safety is higher than it has ever been and whilst consumer products generally perform without problems, there are times when products can become faulty and require a repair or recall.
"The Code of Practice was created to ensure that corrective action by manufacturers is taken in a safe and systematic way. The launch of this guidance is an important step in ensuring even higher levels of product safety in the future."
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