This article outlines the response of the Australian Press Council to a draft set of guidelines on the reporting of suicide. The Council noted 3 key matters that need to be taken into account before it is accepted as fact the reporting of suicide is, in itself, bad. These key matters are: the statistical link between reporting & increased suicide; linking the reporting of celebrity suicides with copycat attempts; & reports indicating an ameliorative effect of media coverage. Recommendations & guidelines for reporting are briefly discussed.