Co-operation in Risk Communications:Meeting information needs of

European consumersAnne Laure Gassin

Director of Communications

Working together towards safer food in Europe

Bucharest 10 September 2007

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Why do we need Risk Communications?

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Risk Communications: overall aim

Provide people with information about risk so that they can make informed decisions about whether different potential hazards are acceptable, or whether to take a particular course of action to mitigate risk.

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Risk Communications: a continuum

RiskAssessment

*Science based

RiskManagement

*Policy based

RiskCommunication*Interactive exchange

of information and opinionsconcerning risks

Risk Analysis Framework

Source: WHO/FAO 1997

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What does the public see as a risk?

“The risks that kill you are not necessarily the risks that anger and frighten you.”

Peter M. Sandman

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Different risk approaches

EXPERTS

- Rely on risk assessment(counting & calculation)

- Objective and general

- Analytical argumentation

- Balance risk against benefits

PUBLIC

- Rely on perception of risks (good or bad feelings)

- Asks: "What does it mean for me?"

- Wants answers on concerns

- Balances risk against dread and outrage

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Risk perceptions: Top Concerns

Question: For each of the following issues, please tell me if you are very worried, fairly worried, not very worried or not atall worried by it? Answers: WORRIED

PESTICIDES: Greece, Italy, Hungary, France, Portugal, Slovenia, Germany, Spain, Finland

NEW VIRUSES LIKE AVIAN INFLUENZA: Malta, Latvia, The Netherlands

RESIDUES IN MEAT: Cyprus, Greece, Belgium

FOOD HYGIENE OUTSIDE HOME: Poland, United Kingdom, Denmark, Ireland, Spain

CONTAMINATION BY BACTERIA: Czech Republic, Luxembourg, Slovakia

POLLUTANTS LIKE MERCURY OR DIOXINS: Belgium

GMOs: Austria

ADDITIVES: Lithuania, Estonia

WELFARE OF FARMED ANIMALS:Denmark, Sweden

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32%

32%

30%

22%

17%

6%

6%

3%

1%

5%

2%

Consumer groups

Your physician\doctor

Scientists

Public authorities

Media

Food manufacturers

Farmers

Supermarkets or shops

Other (SPONTANEOUS)

None (SPONTANEOUS)

DK

Question: Suppose a serious food risk were found in fish or chicken. Who would you trust the most to inform you about this risk?

Who do consumers trust?

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19%

23%

16%

37%

3% 2%

You have permanently changed your eating habitsYou avoided the food mentioned in the story only for a whileYou got worried about the problem but finally you did nothing about itYou have ignored the storyOtherDK

Question: Please tell me how you reacted to the last story you heard about a type of food being unsafe or bad for your health.

Food safety in the news: consumer impact?

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Purpose:

Provide appropriate, consistent, accurate and timely communications on food safety issues, to all stakeholders and the public at large, based on the Authority’s risk assessments and scientific expertise.

Risk Communications

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Who does EFSA communicate to?

Risk Managers(EC, EP, MS)

Stakeholders (Environment, Consumer,Health NGOs, Industry)

Media (Food, Health, EU Affairs)

Stakeholders(Scientists/ Academics)

Policy Makers (EU & Beyond)

Risk Assessors(e.g. AF)

Concerned Individuals

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Co-operation & Coherence

• Key facilitator for "promoting coherence in communications"

• Established in November 2003• Strong network of all communications units

joining EFSA, Member States and Commission• Objectives:

– Develop co-operation/co-ordination of risk communications; exchange information/experiences; evaluate efforts; develop best practices

ADVISORY FORUM WG ON

COMMUNICATIONS

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Risico op gekke geiten miniem

Les experts européens rassurants sur les risques de "chèvre folle"

EU/Lebensmittel/Rinderwahnsinn/ EU-Lebensmittelbehörde sieht keine Gefahr durch BSE bei Ziegen

AESA ve poco riesgo EEB en consumo carne cabra de menos de 4 años.

Co-operation & coherencein Communications

Low BSE risk in goat meat confirm scientists

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EFSA Public Announcements:Highlights 2006/07

• Nutrition and health claims• Additives/packaging materials/flavourings ( aspartame, bisphenol A,

food colours…)• GMOs (RAs, co-operation with MS, LL 601 rice, MON 863…)• BSE (TSE risk in sheep, GBR methodology, fishmeal, SRM…)• Avian influenza• Ochratoxin A/aflatoxins• Zoonoses report 2005• Plant health: citrus canker disease• Pesticides (EU-wide peer review process, temporary EU maximum

residue levels…) • Corporate issues (new Executive Director, renewal MB, renewal of

SC & Scientific Panels, Stakeholder Consultative Platform…)

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Some headlines in the EU press

EU-Lebensmittelbehörde für strenge Pestizidgrenzwerte

Food colour Red 2G may cause cancer: EU agency

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Atentie la carnea rosie!

Cancerul din carnati

Headlines in Romanian press

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New Homepage

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EFSA Publications

RECENTLY PUBLISHED

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Events: EFSA 5 Year Anniversary

To celebrate its 5 Year Anniversary, EFSA organises a programme of events in 2007 that will present EFSA’s work to decision-makers, stakeholders and the general public.

Week in Brussels (Nov.)

Week in Parma (October)

Joint events with MS and institutional partners throughout the year

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EFSA/UK FSA: Joint workshop on food incident prevention and horizon scanning to identify emerging risks London, 5-6 March 2007

Events: Co-operation withMember States

EFSA/Italian Ministry of Health: “EFSA and food safety in the EU: achievements and challenges”, Rome 7 June 2007

EFSA/Ministry of Agriculture of the Slovak Republic: “Committed to the safety of Europe’s food”, Bratislava, 28 June

EFSA/Spanish Food Safety Agency: “Encuentro de seguridad alimentaria y nutrición”, Santander, 13 September 2007

EFSA/Portuguese Economy and Food Safety Standard Authority, Lisbon, 21 September 2007

EFSA/Romanian National Sanitary Veterinary and Food Safety Authority: “Working together towards safer food in Europe” Bucharest, 10 September 2007

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Meeting consumer information needs

EFSA aims to deliver:• the best science• at the right time• in the most appropriate manner.

This goal can only be achieved through effective co-operation in risk communications. Partnership with Member States is key!