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Public tolerance of, and non-discrimination towards, people with mental health problems are key factors on which success in achieving the goal of community-based mental health care depends. This paper revisits Thomas Scheff's (1966) sociological theory of mental illness, and tests elements of this thorough critical review of recent UK literature relating to public attitudes towards, and media representations, of mental illness. Negative representations predominate in the media, while a significant minority of the UK public appear to possess negative attitudes towards people with mental health problems and their care and social participation in the community. These findings support aspects of Scheff's theory. Implications for policy and practice are discussed, including the need to challenge stigmatising and discriminatory attitudes and behaviours.