In addition, responsible suppliers nowadays increasingly voluntarily recall goods due to market effects, namely, concern about adverse publicity if harm to consumers eventuat or escalates. Indeed, marketing specialists argue that a well-conducted recall can often generate positive publicity, and are critical when recalls do not take place or are delay. However, even well-intentioned suppliers can find it difficult to inform the public effectively about their voluntary recalls, while others may be tempted to conduct ‘clandestine recalls’ to try to avoid any publicity or to avoid damages claims and attention from regulators.