Abstract
Background: During the 1990s, there was a rapid increase in sales of Natural Health Products (NHPs) on the Canadian market. In 1997, the Canadian government put forth a proposal for increased regulation of NHPs. The new regulations were intended to address a number of consumer issues: a lack of adequate product information and poor product quality. This regulatory climate provided a unique opportunity to ascribe monetary values to the new regulations using contingent valuation willingness-to-pay (WTP) methods.
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