Education programmes for sex and relationships are greatly needed globally. One way such information can be delivered is via the media. Sex and relationship advice has long been a popular media component, but the quality, accuracy and effectiveness of such advice--particularly from the sex "expert" or "agony aunt"--has not been adequately addressed. Given the rising cult of the "expert" and "self-improvement" features within the media alongside growing sexual health problems, this paper discusses problems associated with providing media sex education and makes suggestions for effective communication of sex and relationships messages for those who wish to be media sex educators or who already offer media sex and relationships advice and seek to improve their skills. (Contains 1 box and 1 note.)