The communications media, and the broadcast media in particular, have been disseminating an increasing volume of antidrug messages over the past several years. Many American business leaders believe that the media can help to reduce drug use, and they have supported a nationwide effort to highlight the dangers of illicit drug use on the airwaves and in newspapers and magazines. This article considers the efficacy of media-based efforts to prevent adolescent drug use. Selected theories and research are reviewed, and suggestions are made for integrating social and behavioral theory and research into media prevention strategies. The authors conclude that scientists and interventionists could do much to improve on current research and development in this prevention arena, within the limits of what is possible to achieve through mass communications as presently constituted in the United States.