In today's 24/7 media environment, public figures have the ability to influence the behaviour of millions of young people, for better and for worse. There are celebrities who don’t give in to social pressures and are in the news because of good deeds which have a positive influence on young people, such as giving to charity. However, there are others who glamorise destructive behaviour such as drinking, smoking, swearing and sexual promiscuity, giving young people the impression that this is socially acceptable or even desirable. Although many celebrities maintain that they do not wish to be regarded as role models, it seems that this attitude is not only unrealistic but also irresponsible, as their behaviour will undoubtedly be imitated.