Interviews were analysed using a thematic qualitative analysis. The Human Research Ethics Committee of Bond University approved the study (RO-1111). The content analysis showed that media in the two countries seem to display opposing views on the desirability for people to use CAM. From the interviews we learned that women take notice of the messages in advertisements and that their choices seem to be consistent with the local media opinions on CAM. Although most interviewees grew up using a particular type of health care, they were more likely to choose the type of care being promoted in their mainstream media.