William Leiss has been a professor at seven Canadian universities: Simon Fraser, Calgary, Regina, York, Toronto, Queen’s, and Ottawa. He is the author or co-author of eight previous books, including Mad Cows And Mother’s Milk: The Perils Of Poor Risk Communication (McGill-Queen’s, 2004) and In the Chamber of Risks: Understanding Risk Controversies (McGill-Queen’s, 2001). For the past twenty years he has been a frequent consultant to government agencies and the private sector on risk management issues.