Auditors incur a loss of credibility and/or status or litigation costs only when investors recognise audit failures. In this respect, auditors may be concerned about an increase in market‐perceived risk even though the total amount of audit risk is constant. Consistent with this reasoning, I find that auditors increase audit effort in response to increases in market‐perceived information risk. This suggests that the expected costs of audit failures are a function of investors’ recognition, and thus increased market‐perceived risk causes auditors to become more concerned about their audit failures and to increase audit effort. Further, this study shows that audit effort is effective in reducing market‐perceived information risk, suggesting that auditors contribute to the information environment.