The operational assumptions of mass media shoplifting prevention programming are those of deterrence theory. Such public information programs tend to use two distinct yet related perspectives on the deterrence process. The first perspective involves the attempt to communicate directly with the potential shoplifter to discourage shoplifting. However, empirical data indicate that shoplifters perceive some degree of social support for their actions and that they perceive shoplifting deterrence systems as relatively ineffective; therefore, a publicity initiative which appeals to the potential shoplifter would probably not be very effective. The second perspective addresses antishoplifting messages not to the retail thief but to those likely to encounter his/her behavior; the intention is to decrease public tolerance of shoplifting and thereby encourage greater citizen involvement in its prevention. However, experimental research indicates that the rate of observation of contrived shoplifting events is quite low and that antishoplifting campaigns are more likely to modify attitudes than to affect behavior. In short, mass media crime prevention is a costly and difficult undertaking which has limited applicability and only a moderate capacity for problem amelioration. Included are 57 references.