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This paper describes and analyses the portrayal of children's mental health and developmental issues (CMHI) in articles located in a random sample of a selection of available high‐circulating English language North American ‘women's magazines’ indexed in the Reader's Guide to Periodical Literature from 1990 to 2012. It is based upon a qualitative discourse analysis. CMHI are portrayed as materially, biologically real, prevalent and growing in incidence, and severity. They are also portrayed as located in the ‘non‐normal’, ‘non‐nice’, ‘disliked’ and ‘non‐successful’ individual child. Neither the facticity nor the biomedicalization of CMHI is questioned. The psy‐scientists and practitioners cited as experts for the ‘disorders’ offer contradictory and confusing information and advice. The possible theoretical and pragmatic explanations and consequences of this portrayal are discussed. [ABSTRACT FROM AUTHOR]