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• Britain is increasingly mirroring a number of nations in terms of the continued growth in prevailing levels of illnesses related potentially to human food consumption. As this issue fast becomes global, the question of whose responsibility it is, has come to the forefront of the debate. Other groups, apart from the Governments with direct involvement in this crisis are the Consumers and the Marketers. Using the food industry as the basis, the study primarily focuses on the consumers' perceptions of the nature and the extent of the problem. To investigate, three products used in the study are placed on a continuum; Chocolates represent one end and Genetically manufactured foods the other. Fast foods are represented in the middle. This framework highlights variations in consumer perceptions based on product differences: manufacturers have been held responsible for the provision of pertinent information in the case of genetically manufactured products; in the context of fast foods and Confectionery both manufacturers and consumers have been seen as responsible for consumers' existing consumption patterns. [ABSTRACT FROM AUTHOR]