Yesterday, the Yale School of Medicine released a study that once again raises questions about the safety of a chemical commonly found in everyday plastics.

The potential dangers associated with Bisphenol A, or BPA, have long been the subject of debate among regulators, scientists, consumer groups, and the manufacturers that produce nearly 7 billion pounds of BPA each year. But with the revelation that exposure to EPA-accepted levels of the chemical has caused brain function and mood disorders in monkeys, the widespread public anxiety that – until now – has been largely absent from the issue seems poised to become significant and worrisome to manufacturers.

BPA, which is used to make polycarbonate products such as clear plastic baby bottles, had recently been found to cause cancer and reproductive damage in some animals. But other than stating that the chemical “raises some concerns” in July of 2007, government agencies such as the NIH, the FDA and the EPA took no action – based largely on findings from industry-subsidized studies that deemed appropriate use of the chemical safe.

Now, however, with recent product safety embarrassments over toys and pet food still fresh in the public’s mind, regulators may have no choice but to reverse their position on BPA and join the already swelling ranks of plastic industry critics. The time is now for plastic manufacturers to begin the work of bulletproofing their brands for imminent attack.

Companies that have already begun to move away from the chemical need to highlight the measures they have taken to protect the public from BPA exposure. Whether they have decreased the amount of BPA in their products, developed new production formulas that diminish the risks, or stopped using the chemical altogether, these companies need to make their leadership position on the issue known.

Companies that have resisted change to date need to enlist their own third-party advocates as allies. Respected and credible doctors, chemists, and industry leaders need to be front and center in the public eye – downplaying the risks, refuting the danger hypothesis, and warning parents against the dangers of “headline parenting,” even as they affirm their commitment to identify solutions that will one day put the issue to rest.

Most important – no matter how much action a particular plastic manufacturer has taken on BPA – it is absolutely imperative that the company’s commitment to the safety and well-being of its consumers is never in doubt. BPA is a subject that will increasingly generate emotional responses and instant impressions. As such, product safety and emotional concern must be the underlying theme of each and every message deployed throughout the lifecycle of the crisis.