Via the CBC:

PepperBrooks was getting ready to wash her dishes when she noticed something didn’t add up.

The new bottle of Dawn Platinum she’d bought contained 431 millilitres of dish soap, 10 per cent less than an older bottle of the same product that she had in her cupboard.

Despite the difference, both bottles had cost the same.

“I’m not happy about it,” said the Mississauga, Ont., marketing strategist who goes by the mononym PepperBrooks. “There was no notification. They didn’t let me know as a consumer that I’m going to be getting less for the same [price].”

[…]

But PepperBrooks believes regulations aren’t the best approach. Instead, she feels the onus should be on manufacturers to fess up when they shrink a product — or risk losing customers.

“It’s more on the company, as like a social responsibility, to let them, the consumer, know that they are getting less,” she said. “I think it builds brand loyalty.”

After her experience with Dawn dish soap, PepperBrooks said she’s still using the product but now feels less loyal to the brand and is keeping her eye out for alternatives.

Ah yes. The thing that’ll keep companies in line is not regulation but instead “social responsibility”.

I looked the woman up so naturally she’d have this mindset.

I’m sure that she’d have been against food regulation when they were being introduced in the 1920s. Social responsibility would have been enough to prevent us from eating sawdust.