The unprecedented number of product recalls in recent years and subsequent low consumer recall compliance raise questions about the role of regulatory agencies in ensuring safety. In this study, the authors develop a conceptual framework to test the impact of a regulator-initiated digital marketing campaign (DMC) on consumer recall compliance. The empirical context is the launch of a nationwide DMC by the U.S. automobile industry’s regulator. The analysis utilizes recall completion data from 296 product recalls active both before and after the DMC’s launch. The results show that the DMC improves consumer recall compliance. In the first four quarters after it was introduced, the DMC increased the number of vehicles fixed, on average, by 20,712 per recall campaign over what was to be expected without the DMC. Regarding boundary conditions, the study finds that the DMC is more effective for recall campaigns with greater media coverage and for those with older recalled products. However, the DMC’s effect is weaker as the time needed to repair a defective component increases. The findings should help regulators make compelling cases for greater resource allocation toward digital initiatives to improve recall compliance.

近年来，前所未有的产品召回数量以及随后的低消费者召回合规性引发了有关监管机构在确保安全方面的作用的疑问。在这项研究中，作者开发了一个概念框架，以测试监管机构发起的数字营销活动（DMC）对消费者召回合规性的影响。经验背景是美国汽车业监管机构启动了全国性DMC。该分析利用了DMC启动之前和之后进行的296次产品召回中的召回完成数据。结果表明，DMC改善了消费者的召回合规性。在引入DMC后的前四个季度，DMC每次召回活动平均增加了20,712辆固定车辆，这比没有DMC时的预期要多。关于边界条件，该研究发现，DMC对于具有更大媒体覆盖率的召回活动和具有较旧召回产品的召回活动更为有效。但是，由于修复有缺陷的组件所需的时间增加，DMC的作用较弱。调查结果应有助于监管机构提出有力的理由，要求将更多资源分配给数字计划，以提高召回合规性。