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Public perceptions of BSE and CJD risk in Europe, their interplay with media, policy initiatives and surveillance issues. Drawing the lessons for i nformation policy

Obiettivo



A massive crisis in public confidence in beef followed the announcement that the most likely explanation for the ten cases of a new variant of CJD reported in the UK in March 1996.was exposure to BSE before the specified offals ban. The subsequent dramatic drop in beef consumption was greater and more sustained in countries with no BSE epidemic such as Belgium or Germany. Even after the ban on exports of British beef the demand for beef in Germany remained far lower then in the UK. The public reaction was in sharp contrast with the assessment of risk by some scientists and government officials who see them as overreaction not justified by the objective threat to health posed. Contrary reactions on the part of the food industry, media, farmers, government officials, consumers and scientist have led to growing cynicism and distrust of official pronouncements. These facts raised important questions on the ability to communicate about risk in the face of uncertainty, to take full account of consumers perpectives in risk communication and highlight how we may be contributing to health and food scares. While it is widely accepted that communication issues have been at the origin of the present crisis, there is great uncertainly about the factors that influence public perceptions and generated the miscommunication. Specifically there is little information on the interplay of the media public policy, and people's perceptions of risk. This hinders our ability to predict, monitor and address health and food scares. These issues will continue to be high in the public agenda as scientific uncertainty persists and countries move towards more surveillance of CJD and the debate about implementing active surveillance of BSE.

We propose to carry out a comparative analysis in selected European countries to look into public perceptions of risk, trust and beheviour, and their links with media coverage, public policy initiatives and surveillance and other official communication activities on BSE and CJD, using comparable methods.

The study will specifically investigate the usefulness of including indicators of public perceptions of risk as part of existing surveillance systems, and the potential for using those indicators in the early warning of food scares.

Conclusions and recommendations will provide insights and practical advise to policy makers on mechanisms to incorporate consumers' perception and / or their determinants as part of surveillance systems This would be an essential tool to improve the capacity of governments to provide adequate risk communication, and to respond in time and appropriately to potential food scarcs.

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WORLD HEALTH ORGANIZATION
Contributo UE
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Indirizzo
8,Scherfigsvej 8
2100 KOEPENHAGEN
Danimarca

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