It is voluntary because Samsung is doing a voluntary recall and not through the government.
There is no such thing as a consumer mandatory recall here.
US people have been contacted because Samsung Global said all phones need to be exchanged. Samsung Canada is not up to speed.
That's the thing though, it isn't officially a "recall". It's a "product exchange program". Look at any official Samsung release on the topic and you'll never see or hear the word "recall". A recall has specific legal responsibilities, not the least of which is that it makes it illegal for any person or retailer to sell a product that has officially been recalled. It also bestows certain rights on consumers who have purchased the product.
So far, we really have no rights and are at the whim of Samsung as to how they want to handle this as it is a "voluntary" program at this point. That said, given the potential danger to person and property this defect may cause, government authorities will no doubt step in at some point and make it an official product recall whether Samsung wants it or not. Essentially, at some point, and I suspect sooner rather than later, it will be out of their hands.
While yes, this is somewhat unprecedented, and yes, I applaud Samsung for trying to act quickly, their response, at least in Canada, has been less than stellar to say the least. It appears purchasers in the US and UK have already received emails while Canadians have received nothing and calls/chats to SECA are seemingly pointless right now. Given the recall is essentially worldwide, there should be a consistent and uniform message going out to all consumers, not different communications dependant on which territory you happen to reside.
I'm still within the buyer's remorse period for my phone, even if it's not extended due to the "product replacement program" and I want a refund, not a replacement. I'll take my money back and then take my time and decide which phone I'm going to buy. My interactions with Samsung both on my initial order, and since this news has broken, has given me real pause for thought on how much confidence I have in their support (or lack of it) should I need it down the road.