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Department of Trade and Industry

Does my hon. Friend agree that educating the lay public is not simply about putting complex scientific evidence and information into language and a perspective that people understand, but has a psychological element, which is perhaps not easy to pin down? For example, anyone who is prescribed medicine and takes the trouble to read the accompanying bit of paper, could decide never to take the medication because of all the possible side effects. I have thought that myself. However, as the medication has been prescribed by a doctor for a specific purpose, the vast majority of people will ignore the huge risks that might be included on the accompanying bit of paper and take their medication as prescribed. Psychologically, they know they need it, and a doctor—somebody whom they trust—has prescribed it. It is difficult to get a balance between raw basic science put in a simple form that people understand, and the psychology of the risks that people are and are not prepared to take.