Commentary on Public Perception of Smoking Risks

Abstract

Professor Viscusi’s paper presents a well-argued challenge to conventional tobacco policy, which is based on the premise that only public health specialists are able to understand and communicate smoking risks. His argument draws on excellent, innovative research he has conducted over many years. This commentary’s main objective therefore is to call attention to some possibly startling policy implications of his research. Its first part repeats the findings that are of particular relevance for policy. Its second part discusses tobacco policy as an instrument for internalizing the external costs associated with smoking. Its third part points out the implications of Professor Viscusi’s plea for more accurate information about the health risks of smoking. Part four concludes.