ABSTRACT
This chapter establishes the central role of the precautionary principle for risk communication scholars by introducing it, summarizing contemporary debates surrounding its role in risk management, and discussing its application in policy and law. It highlights the key contested features of the precautionary principle by distinguishing between “modest” and “aggressive” precaution—two ends of a continuum of perspectives that differ in terms of how the precautionary principle is formulated; when it is invoked; its impact on precautionary deliberations; and its implications for precautionary actions. One of the best ways to identify the legal implications of the precautionary principle is to examine how it operates when confronted with potentially contradictory rules or principles. One way to understand the purpose of risk communication is to view it as essentially an exercise in marketing: a policy decision has been reached, and the policy maker wishes not only to inform the public about the decision but also convince them that the decision is sound.
