Risk communication and fatty fish: the case of the Swedish Food Agency

Ragnar Lofstedt

Journal of Risk Research, 2019, vol. 22, issue 6, 749-757

Abstract: This paper evaluates Swedish Food Agency’s communication strategy with regard to the benefits and risks associated with eating Baltic Sea fatty fish. It concludes that the agency is doing a rather good job in this area. Its levels of trust among the Swedish public remain high. The 2012–2013 campaign should be seen as a success especially with such a limited budget. A number of ‘at risk’ groups now have a better understanding about the risks of eating too much fatty fish from the Baltic Sea. What is concerning, however, is that a large number of females of childbearing age still have not picked up the agency’s message on this issue.

Date: 2019
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DOI: 10.1080/13669877.2018.1473466

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