Consumer advocates are usually on the side of protecting consumers. They act to ensure that consumers are fully informed and prevented from eating food that may cause them harm. They also act to ensure other interests or needs of consumers such as nutritional needs, fraud prevention, fair pricing, social responsibility of food merchants, etc.
Consumers rely on the scientific (usually health & safety professionals), industry experts and consumer advocacy for information that guides their choices. This makes the provision of realistic and relevant information to the consumers all the more crucial.