The media play a key role in shaping debates around THR. It is essential that information they communicate is accurate and reflects science and evidence. Misinformation and the impact it can have on consumers, and public health generally, is something we should avoid. A lack of knowledge, expertise and time to verify information provided – often by NGOs that allege to be working on behalf of public health – can lead to damaging narratives that serve nobody’s interest. How can we foster positive relationships with media to represent THR accurately and challenge those who seek to undermine it?