BACKGROUND: Little is known about media portrayals of alcohol use in pregnancy and fetal alcohol spectrum disorder (FASD). The media has an important role in informing the public about the potential for alcohol harms to the unborn child and shaping community understanding and attitudes toward alcohol use in pregnancy and FASD. This scoping review aimed to identify and analyze publications that explore how alcohol use in pregnancy and FASD have been portrayed in the international media across two decades.

METHODS: Five databases were searched for peer-reviewed, English-language articles published in the medical literature between January 2004 and June 2024 that reported perceptions of, or analyzed content on, alcohol use in pregnancy and FASD in a variety of media types. Thematic analysis was used to identify themes across and between different types of media.

RESULTS: We identified 18 relevant articles that analyzed content from newspapers (n = 7), online discussion forums (n = 4), Twitter (X, n = 3), Facebook (n = 1), television (n = 1), and mixed media (n = 2). Of these articles, 11 focused on alcohol use in pregnancy, two on FASD, and five on both. Five themes were identified: (1) Contradictions in messaging between media sources regarding alcohol harms; (2) Concerns about harm to children, mothers, and society; (3) Expectations of motherhood; (4) Stigma, stereotypes, and shame associated with alcohol use in pregnancy and FASD; and (5) Advocacy for FASD prevention and support.

CONCLUSIONS: Contradictory information provided within and between media sources sends mixed and potentially confusing messages about pregnancy-related alcohol harms. Messages must avoid stigmatizing pregnant women and individuals living with FASD. To raise awareness of alcohol harms and help prevent FASD, media communications must go beyond providing recommendations from alcohol use guidelines. Messaging should be culturally appropriate, strengths-based, and acknowledge the multiple drivers of alcohol use in pregnancy.