Global firms are facing great difficulties in containing new risks along their supply chains: reputation risks, contestation risks, safety risks and markets risks, as well as the risk of having to deal with new laws and more binding norms. The lack of internal control on these Global Value Chains is revealed through different social or environmental crises. Mass media are mobilised by NGOs and citizens as a means of pressure, which undermines the reputation of firms and therefore their immaterial assets. These crises show that the codes of conduct and the so-called soft law instruments fail to control the supply chain, but at the same time, these instruments begin to set new standards to face these new risks. This paper discusses this evolutionary institutional process, and stresses how CSR is not only a fiction but starts having real effects by creating new institutions to respond to risks. We will focus on reputation risks and markets risks to show that, even though CSR might not have led to a completely new system of rules, the institutional process under study has a meaningful impact on the regulatory framework.