title: People are not mushrooms: Challenges in communicating risk.
authors.affiliation: Nigel Gray Distinguished Fellow in Cancer Prevention, Cancer Council Victoria, Australia. Electronic address: Ron.Borland@cancervic.org.au.
authors.forename: Ron
authors.initials: R
authors.lastname: Borland
mesh_terms: D003142:Communication; D006801:Humans; D012306:Risk; D062789:Tobacco Products
keywords: Consumer information; Harm reduction; Health education; Relative risk