Fish consumption advisories are often used to warn recreational anglers that toxic contaminants in fish can result in acute or chronic illness if eaten. Advisories are an important management tool because adverse health consequences can be averted while avoiding potentially large clean-up costs. Holland and Wessells recently found that food safety was a key product attribute for fresh seafood, so it is not unreasonable for policy makers to assume that safety is an important attribute for sport anglers catching freshwater fish. However, reliance on advisories as a management strategy assumes that anglers know about advisories and follow recommended practices concerning consumption. Unfortunately, little research investigating the assumption that anglers respond to advisories or the costs associated with angler response has been reported.