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

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.