• The 5th annual E-Cigarette Summit will take place on Friday 17th November at The Royal Society, London
  • Registration for the E-Cigarette Summit 2017 is now open

Balanced communication of risks and evidence

10:05 - 10:25

Decisions and opinions, whether personal or official, should ideally be informed by evidence combined with values. This means we need balanced communication of evidence, which is not framed or selected to arouse a particular emotion or persuade in one direction.  But evidence that is relevant to individuals comprises more than science and statistics – it might also include information on what others think, whether authorities have addressed public concerns, and whether ‘experts’ share your values.  It is particularly important to acknowledge this wider idea of evidence in contested areas, such as GMOs and fracking.  Using this perspective, I will look at evidence communication for both e-cigarettes and other areas of contested science.


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