Abstract: The use of mass media campaigns as a drug prevention intervention is relatively common, but it is not without controversy. Both policy makers and practitioners have debated the effectiveness of such campaigns in reducing drug use among young people, and there is a possibility that they may be counter-productive. In Europe, more than one-third of the 30 countries affiliated to the EMCDDA report that mass media campaigns on illicit drugs are either not carried out or have been cut back, in some cases because of concerns about their safety. This analysis contributes to the debate by reviewing the available evidence on the efficacy of massmedia campaigns for drug use prevention.