Product recall in Switzerland

Recall without reputational damage, with communications support in product crises.

Reputation Affairs is your partner for crisis communications during product recalls in Switzerland. We develop the communications strategy, draft press releases and customer letters, coordinate with authorities such as Swissmedic, the FSVO and the FOCA, and support recall communications in real time—so a product issue does not become a lasting loss of trust.

A defective product, a safety issue, a contaminated raw material: product recalls are among the most communications-intensive situations a company can face. They combine operational pressure with media interest, customer uncertainty with regulatory requirements. If you communicate incorrectly at this moment, you risk lasting reputational damage—even if the product itself was recalled correctly.

Reputation Affairs supports companies through product recalls from a communications perspective—quickly, in a coordinated manner, and with the clear goal of maintaining trust and keeping control of the narrative.

In Switzerland, different legal bases apply depending on the product category. The Product Safety Act (PrSG, in force since July 1, 2010) requires manufacturers and importers to take back or recall dangerous products. For therapeutic products, Swissmedic is the competent authority; for food and consumer goods, the FSVO (Federal Food Safety and Veterinary Office) together with the cantonal enforcement bodies; for customs-cleared goods, the FOCA. In parallel, customer communications involve processing address and order data, which triggers additional due diligence obligations under the revised Data Protection Act (revDPA) since September 1, 2023.

Our services for product recalls

Six coordinated building blocks form our recall communications: communications strategy, media releases and statements, media support, customer communications, authority communications and social media monitoring. They interlock, but can also be activated individually, depending on the phase and scope of the recall.

Communications strategy for the recall

A recall communications strategy combines maximum transparency with precise control of messaging. We develop a clear communications line and answer the key questions before the first announcement goes out: What information needs to be communicated to whom, and when? How does your company position itself as a responsible actor? How do you prevent a quality issue from turning into a loss of trust?

Media releases and statements

Press releases, statements and Q&As for a recall must be clear, precise and legally aligned to create transparency without offering unnecessary points of attack. We draft all required communications materials: from the first press release and management statements to Q&As for customer enquiries and media interviews.

Media support and interview preparation

A well-managed interview can position a recall as a sign of responsibility. A poorly managed interview can achieve the exact opposite. We coordinate communications with the media and prepare your executives for interviews. We ensure your spokespeople know what to say—and what not to say.

Customer communications during a recall

Customer communications during a recall must be clear, reassuring and action-oriented. We develop communications concepts for end consumers and clarify the operational questions: Which channels will be used? What tone is appropriate? How do you respond to unsettled or angry customers? We support you through this sensitive communication with empathy and professionalism.

Authority communications: Swissmedic, FSVO, FOCA

Authority communications in product recalls coordinates alignment with the responsible Swiss bodies—depending on the product category, Swissmedic, the FSVO, the FOCA or cantonal food and enforcement authorities. We support you in coordinating with the authorities. They have their own information needs and expectations, and how you communicate with them has a direct impact on the course of the recall and the regulatory consequences.

Social media monitoring and response

On platforms such as Facebook, Instagram, X and TikTok, misinformation and outrage can spread within hours. We monitor in real time how the recall is being received on social media and respond in a targeted way. We continuously assess when and how to respond, ensuring your communications remain consistent online as well.

How we handle a product recall: five steps

Our approach follows five steps: immediate briefing, communications concept, communications assets, coordination and follow-up. This sequence ensures recall communications are built on a robust foundation while remaining flexible enough to respond to new developments.

Immediate briefing

In the immediate briefing, we clarify together which product is affected, which markets are involved, what time pressure exists and which authorities have already been informed. Based on this information, we define the immediate communications needs and determine what must be communicated over the coming days.

Communications concept

The communications concept develops a coordinated message architecture for all target groups: media, customers, retailers, authorities and employees. Each group receives tailored communications that match its role and information needs. All messages are aligned and follow a shared guiding line.

Communications assets

In step three, we create all necessary texts and assets—translated into all relevant languages on request. Press releases, customer letters, social media posts, FAQ documents, website copy and phone scripts. We deliver what your team needs to implement the recall.

Coordination during the recall

During the coordination phase, we support the implementation of the recall from a communications perspective and continuously adapt the strategy to developments. New media enquiries, unexpected customer reactions or changing regulatory requirements: we respond flexibly and keep all communications strands aligned.

Follow-up and rebuilding trust

In the follow-up, we support you in actively rebuilding trust after the recall. How do you communicate that the issue has been resolved? How do you position yourself long-term as a responsible company? We develop measures that limit reputational damage and restore trust in your brand.

Our team for recall communications in Switzerland

Reputation Affairs brings together experienced communications consultants with many years of hands-on crisis communications experience, with backgrounds in journalism, corporate communications, litigation PR and public affairs. We know the Swiss media landscape, the relevant stakeholders and how crises escalate in practice. Reputation Affairs is part of Brand Affairs AG, a leading Swiss communications consultancy based in Zurich (founded in 2006).

Reto Zangerl

Reto Zangerl

Managing Partner
Reto Zangerl

Markus Kramer

Managing Partner
Reto Zangerl

Lucas Mörgelin

Associate Partner, Social Media Specialist
Reto Zangerl

Silvan Maximilian Hohl

Senior Account Manager

Product recall in preparation or already underway?
Get in touch now

Whether you are preparing for a potential recall or already in the middle of a recall situation, we will analyse your situation in an initial confidential conversation—without obligation and discreetly.

Contact Managing Partner Reto Zangerl at
+41 44 254 80 00 or contact@reputationaffairs.com

Frequently asked questions about product recalls

A product recall is the organised withdrawal or return of a product from the market because there is a safety, quality or compliance issue. A recall becomes communications-relevant at the moment end consumers, retail partners, the media or authorities must be informed. This is the case for most recalls, as the Product Safety Act (PrSG) requires appropriate public information. Even for silent recalls in a B2B context, a communications strategy is advisable as soon as there is a possibility that the process could become public.

Which authority is responsible depends on the product category. For therapeutic products (medicines, medical devices), Swissmedic takes the lead. For food and consumer goods, the FSVO (Federal Food Safety and Veterinary Office) and the cantonal enforcement authorities work together. For customs-cleared imports, the FOCA (Federal Office for Customs and Border Security) may play a role. For electrical devices, the Federal Inspectorate for Heavy Current Installations (ESTI) is responsible. For general product safety, the Product Safety Act applies, with the reporting obligation via SECO’s product safety reporting office. Early and transparent authority communications reduce the risk of additional requirements.

Three principles underpin recall communications: inform quickly, provide clear context, give concrete guidance. Inform quickly means getting the information to authorities, retailers and customers before the media. Provide clear context means naming the problem without downplaying or dramatising it. Give concrete guidance means clearly telling every affected person what to do (return the product, dispose of it, do not use it, call the hotline). Companies that visibly take responsibility during recalls often emerge from the crisis with less reputational damage than they feared.

Swiss hourly rates for strategic crisis and recall communications typically range between CHF 225 and over CHF 450. Total costs depend on product category, markets, languages, authority complexity and the duration of the recall. A clearly defined recall in a single Swiss market can be budgeted in a manageable way. An international recall involving multiple authorities, languages and distribution channels typically falls into the five- to six-figure range. We calculate transparently and define mandates so that effort and impact remain in a robust proportion.

Misinformation on social media is not countered by silence, but by clear, well-placed and repeated factual communication. We recommend three steps. First: activate real-time monitoring of the relevant platforms (Facebook, Instagram, X, TikTok, relevant forums) and the most important Swiss media. Second: distinguish between reach-relevant false claims and isolated voices—not every claim deserves a response. Third: counter where it matters, using your own channels, clarifications directly under the affected posts, and targeted provision of facts to key multipliers.

Offices & Locations

Zurich

Reputation Affairs

Mühlebachstr. 8
CH – 8008 Zurich

T: +41 44 254 80 00
E: contact@reputationaffairs.com

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Bern

Reputation Affairs

c/o Krauthammer & Partner
Hotelgasse 10, CH-3011 Bern

T: +41 44 254 80 00
E: contact@reputationaffairs.com

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Lausanne

Reputation Affairs

Route de la Corniche 4
CH – 1066 Epalinges

T: +41 21 652 50 50
E: contact@reputationaffairs.com

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Lugano

Reputation Affairs

Via Ciseri 3
CH – 6900 Lugano

T: +41 44 254 80 00
E: contact@reputationaffairs.com

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