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However, inaccurate or overstated risk communication can also lead to unnecessary prevention efforts and misdirected concerns about dogs and cats as sources of disease.
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Simon Jenkins's distaste for scientists leads him to declare that they deliberately overstate risks, and make panic predictions (Swine flu was as elusive as WMD. The real threat is mad scientist syndrome, 15 January).
When in 2012 he bluntly warned an ABC News reporter, a test subject, that he was at risk of a heart attack, five doctors said he overstated the risk.
So, while the benefits of standing desks may be overstated, the risks of sitting are not.
The marketing strategy overstated the risks of cervical cancer for American women, she said.
He said: "As the fiscal commission working group has pointed out, the UK government analysis to date has overstated the risks but failed to fully capture the benefits of formal monetary union".
The two brief memos, however, argue that O'Keefe overstated the risks.
Has the Panel overstated the risks?
In reporting lifetime risk, it is important not to overstate the risk.
Importantly, unlike other methods, the new method does not overstate lifetime risk for all malignant neoplasms: its estimated lifetime risk of developing cancer was 39% for males and 38% for females, very similar to estimates obtained using only first primaries (compared with 44 and 43% using the 'current probability' method).
But that level may overstate the risk to other companies.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com