This study reports on experiments carried out among 128 female shoppers to gain insight into how a recall notice should be worded in order to protect the company's image and, yet to be clear. Split-run tests were carried out to determine whether Minimization (minimising the danger of the defect) and Bolstering (stressing the company's good traits) contributed positively to the image of the company and whether inclusion of pictures, a list format, a reader-oriented approach, Minimization, and Bolstering contributed positively to the clarity of the notice. Likert scales were used to determine which heading drew most attention and through which channels consumers prefered to be informed about a product recall. According to our respondents, a recall notice including Minimization strategies protects the company’s image more than one without such strategies. A recall notice is considered clearer when it includes a picture, when it contains elements to highlight the structure of the information, and when it does not include Bolstering. According to our respondents, the most attention-grabbing heading is ‘Waarschuwing’ (warning), and they prefer to be informed about product recalls through newspapers and television.