Reebok Fined for Lead Bracelets

Reebok Fined for Lead Bracelets

April 2008 - The U.S. Consumer Product Safety 
Commission announced today that Reekbok, a manufacturer of athletic shoes 
and apparel, has agreed to pay the federal government a one million dollar 
civil penalty. 
This fine is the largest ever imposed for a violation of the Federal 
Hazardous Substances Act. In agreeing to settle the matter, Reebok denies 
that it violated federal law.

The penalty settles allegations that Reebok International Ltd., of Canton, 
Massachusetts, imported and distributed charm bracelets that contained 
toxic levels of lead. 
The charm bracelets were provided as free gifts with the purchase of 
certain styles of Reebok girl's shoes. In March 2006, a four year-old boy 
from Minneapolis died of lead poisoning after swallowing a bracelet's 
heart-shaped charm. 
The Federal Hazardous Substances Act bans toxic levels of accessible lead 
in toys and other children's products. The Consumer Product Safety 
Commission's enforcement policy urges manufacturers of children's metal 
jewelry to keep lead content below 0.06 percent by weight. 
Lead poisoning in children is associated with behavioral problems, 
learning disabilities, hearing problems, and growth retardation. A child 
who swallows large amounts of lead may develop anemia, kidney damage, 
colic, muscle weakness, and brain damage, which can be fatal. 
"This civil penalty sends a clear message that the CPSC will not allow 
companies to put children's safety at risk," said Nancy Nord, acting 
chairman of the Consumer Product Safety Commission. "Preventing dangerous 
metal jewelry from reaching the hands of children is a priority for our 
agency." 
On March 23, 2006, Reebok began a voluntary recall of approximately 
510,000 heart-shaped charm bracelets that were manufactured in China and 
distributed worldwide beginning in May 2004. 
Since the announcement, the recall has been executed in more than 25 
countries in North America, South America, Latin America, Europe, Asia, 
the Middle East and elsewhere, the company says. 
The vast majority of the shipments - approximately 485,000 - went to 
retailers in the United States and Europe. The company continues to ask 
consumers who may have these bracelets in their homes to discard them 
immediately. 
As part of this massive recall, Reebok says the company has worked 
cooperatively with regulators and officials in every global market to 
reach consumers through a variety of means that differ by region, 
including news releases, media reports, toll-free telephone lines, 
websites, in-store posters, and paid advertisements. 
Reebok has also contacted its retail partners worldwide, as well as most 
independent sellers, to make sure they are aware of the recall and the 
appropriate recall procedures. 
Efforts have been made to contact consumers who may have obtained these 
bracelets as part of purchases made on the Reebok website. The company has 
deployed staff in key markets to ensure that the bracelets are no longer 
available at retail stores.

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