For 175 years the BMA has promoted medicine and the allied sciences as part of its founding principle to maintain the honour and interests of the medical profession. One element of this work is to be advocates for the health of the public. Smoking remains the leading cause of morbidity and mortality in the United Kingdom (UK). Nearly one in four adults still smoke and many others continue to take up the habit.

When I first started TV work with the ABC affiliate in Boston in 1972, broadcast television was king, with a realm dominated by only ABC, CBS, and NBC. Even though I got into the business by accident and had no formal training in media, I quickly understood the power of the airwaves to influence the minds and hearts of viewers. I also became very conscious of the attendant responsibility to be accurate and understandable

Since 2002, Mindframe has provided comprehensive national guidance, training and education, to support safe media reporting, portrayal and communication about suicide and mental ill-health. Mindframe does this by building collaborative relationships with the media and other sectors that influence the media.

All across the United States, individuals, families, communities, and health care systems are struggling to cope with substance use, misuse, and substance use disorders. Substance misuse and substance use disorders have devastating effects, disrupt the future plans of too many young people, and all too often, end lives prematurely and tragically. Substance misuse is a major public health challenge and a priority for our nation to address.

This report presents findings of a mixed-method study exploring how alcohol is represented in media consumed by young people, young people’s own interpretations of these representations, and the influence of the media and celebrities on young people’s attitudes to alcohol and their alcohol consumption. It also examines the views of media professionals on the production of alcohol-related content, the potential influence of the media on young consumers, and the role of the media in health promotion.