The biological processes being manipulated are complex and knowledge of how a given intervention modifies an organism is not complete. Three types of risks for consumers are caused by unintended effects of biotechnology. First, there is the risk that food allergens will be transmitted to the host organism. Second, modified organisms may lead to increased production of toxins, making previously safe foods toxic. Third, modifications to foods may alter their nutritional content.
Consumers face limits of costs and of bounded rationality in assessing risks.
They respond to uncertainty by developing simple rules to guide decisions. Biotechnology risks are not new to consumers, they already respond to food risks using a variety of strategies. Any solution to consumer information problems posed by biotechnology should build on what we already know about consumer behaviour and the ways they cope with uncertainty and complex information. Consumer assessments of risk do not necessarily coincide with scientific assessments. Consumers manage enormous information processing demands by assuming that government regulation and producer self-interest together ensure that products are basically safe or that immediate risks are absent.