Addicted to News: How Do We Guide Responsible Media Reporting On Opioid Dependence?

26 October 2009

What do the guidelines hope to achieve?

Group collaboration to: • Help inform journalists about opioid dependence and

its treatment • Address complexities of a serious medical condition • Assist the reporting of constructive, accurate and

responsible information • Reduce media stigmatisation and inaccuracies which

can hinder patient access to treatment • Help prevent sensationalist reporting which can create

a backlash against the affected population

“It is essential to recognise the potentially damaging effects ofinaccurate media stories on patients, their families and the medical personnel treating them, as well as the potential negative impact on access to treatment”

Why are the guidelines needed?

• A pending election is fuelling political and media debate on policy for opioiddependence

• Media coverage can influence public opinion and stigmatise patients, affecting access to treatment

Media audit identified: • Sensationalist stories and celebrity glorification• Erroneous or exaggerated use of terminology• Little awareness that opioid dependence is serious and can benefit

from medical treatment• Lack of understanding of how treatment works and its potential

benefits• Perception that treatment is worthless and has failed if patients don’t

come off drugs• drugsmedical treatment portrayed as the same as recreational street

drugs• Patients depicted as drug abusers, criminals, ‘junkies’

– 136 headlines in tabloid press referring to word ‘junkie’ across 3 months

Media guidelines – content overview

Defines opioid dependence as complex, medical problem

• Provides explanation of medical treatment options with United Nations and WHO recommendations

• Explains the damaging effects of inaccurate or glorified reporting on patients

• Offers recommendations on balanced reporting, including Dos and Don’ts

• Provides a list of organisations which are working to make a difference and useful international/regional sources of information

How can media guidelines be used

Existing use: • Available to download at http://www.ihra.net/• Official launch at professional conferences, NCIDU and EAAT• Guidelines have been translated and distributed to journalists in Spain,

Romania and Malaysia– Presented at national press events in association with health authority governing

bodies to promote opioid dependence treatment initiatives

Potential use: • Tool to engage dialogue with broad range of journalists, Editors and policy makers • Use within educational materials, particularly with less informed journalists (e.g.

trainees or regional)• Distribute during local events and policy announcements to address public

misconceptions regarding opioid dependence initiatives and treatment centers• Issue guidelines or relevant sections on reactive basis to journalists or bloggers who

use incorrect/inappropriate terminology and invite discussion

Welcome suggestions and feedback