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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!