This approach to health promotion extended the behavioural approach to health education towards popular education using mass media. Health education was becoming health promotion, since it now encompassed multiple determinants of health. This ad has been criticized by Pederson et al. In recent times, the roles of media in health promotion have been to inform the public, motivate at the individual level, and advocate social and political changes to create healthy environments. This has been a more global approach to health, based on health promotion principles.
Mass media exerts a tremendous influence on our society.
It constructs particular frameworks of interpretation and shapes our perspective of the world. The media can play a major role in defining what health is. If we want to move away from the old concept of health as an absence of disease, media reporting may have to move away from 'illness news' towards 'health news'. Media can be a tool for health promotion campaigns. However, for a media campaign to be effective, certain guidelines must be followed.