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There is sometimes a divergence of opinion between scientists and the general public on the acceptability of the risk associated with an industrial project. This divergence has sometimes been attributed to a lack of understanding of scientific issues on the part of the general public. Attempts to gain acceptance have therefore centred on public education or information campaigns. Scientific assessment of risk concentrates on the parameters of probability and severity. The phenomenon of the issue‐attention cycle demonstrates, however, that perceived risk can vary without the probability or severity changing, indicating that there is a third factor which is a major determinant of perceived or subjective risk. This is the salience of the issue. The complexity of modern society makes it impossible to evaluate all risks objectively. In everyday life heuristics, or rules of thumb, are therefore used to evaluate those risks which have the greatest effect in our personal environment. The process of making the public aware of an issue which needs to be evaluated in this way is referred to as “agenda setting”.