This study’s results are consistent with other media research, which indicates media can be a powerful tool to shape people’s health decisions, and/or that prevailing societal opinions dictate what the media write. This study shows that the way media portray both medical treatments (allopathic and CAM) can contribute to choices individuals make. Therefore, it is imperative that media provide accurate representations of the evidence so that consumers can make a well-informed decision 3 based on reliable data. This study supports media literacy programs to help consumers develop skills to critically appraise and interpret media messages. Likewise, media producers need to be informed on how to produce media messages that minimise potential harm to the audience. The use of advisory boards for all medical reporting in media could ensure set guidelines for producers to follow.