Impact of product or service mis-use

Sometimes problems can arise when someone beyond a company's control decides to use its product or service in a way that was never intended or recommended. Such abuse may harm the individual, or it might create nuisance, or pose a risk, to a third party.

This deliberate misuse could include:

• The impact upon neighbourhoods of groups of 'binge drinkers'
• The growth in street theft encouraged by the growing prevalence of mobile phones
• The use of construction equipment (eg bulldozers) by military forces to destroy homes in areas of occupation or controversial settlement.

In the past, companies assumed that they couldn't be held responsible for the actions of others to deliberately abuse their product, but increasingly, companies are expected to take a more proactive approach in product and service design.

Equally, if the company can seek to use its influence to discourage abuse, it is increasingly seen as the right thing to do.

Companies are beginning to respond to the need to deal with the consequences of such abuses. Examples include:

• Alcohol companies that use 'responsible drinking' advertising
• Restaurants and bars that have banned 'happy hour'-style promotions that encourage rapid drinking in large groups
• Mobile phone companies that have invested in more effective theft prevention measures.