<p>Risk communication raises ethical and theoretical challenges about when and how communicators may go beyond merely informing individuals about the risks they face. While these issues have been widely discussed in the context of public health and societal risks, they take on a different character when the risks in question are voluntary and personal—that is, when individuals knowingly and freely accept them in pursuit of activities they find rewarding. This paper examines these challenges by considering the specific test case of avalanche risk communication. Avalanche risk is distinctive: the vast majority of avalanche victims trigger their own avalanches while engaging in recreational activities, making it a paradigmatic case of voluntary and personal risk-taking. Drawing on a three-fold distinction between the aims of risk communication — information-sharing, belief-change, and behaviour-change — the paper identifies five interrelated challenges for avalanche risk communication: how to communicate the exponential increase in risk, the tension between absolute and relative risk, the reference class problem, the presumed bias narrative in avalanche decision-making, and what I call the <i>prescriptiveness</i> dilemma surrounding behavioural recommendations. Given these challenges, I argue that a communicative approach that focuses on information-provision is most appropriate, however, with some exceptions. The paper concludes with recommendations for avalanche risk communicators and risk communication more generally and identifies potential avenues for future empirical and theoretical research.</p>