For example, a number of toy manufacturers have voluntarily stopped using phthalates in soft plastics. Such actions are in the spirit of the precautionary principle. Sometimes it makes sense to eliminate even questionable risks if it is easy to do so. For example, most airlines forbid passengers to use electronic devices during takeoff and landing, even though studies have not confirmed that they pose a danger. In other cases the risk will be small but the consequences severe.
Listeria infections are rare, but they are extremely dangerous.
Market and voluntary action is not enough, especially on issues that go beyond individual and corporate choice. It is the responsibility of communities, governments, and international bodies to make far-reaching decisions that greatly reduce the risks we now impose on the Earth and all its inhabitants. Risk assessment is the prevalent tool used to make decisions about technologies and products. Its proponents argue that because conservative assumptions are built into these assessments, they are sufficiently precautionary. Standard risk assessment, in other words, is only useful in conditions of relatively high certainty, and generally only to help evaluate alternatives to damaging technologies.