Ethnic media – defined as media produced for and frequently by immigrants, ethnic, racial, and linguistic minorities, as well as Indigenous populations – perform important connective, orientation, and symbolic functions in their audiences' lives. In doing so and in the context of either everyday media consumption or health communication campaigns and interventions, they can aid efforts to achieve a host of health promotion goals and help reduce health disparities that disproportionately affect immigrant communities and other minority background populations. Several factors contribute to ethnic media's capacity to perform the aforementioned roles, including their importance relative to other communication resources in audiences' communication ecologies, the trust audiences have in them, but also these producers' cultural sensitivity. Nonetheless, ethnic media's health promotion potential is constrained by four key factors: constrained access to news sources, limited financial resources, digital literacy gaps, and limited training in covering health news. Future research in three directions can further our understanding of how ethnic media can impact their audiences' health and of their health promotion capacity.