Objective To analyze media reports on food safety standards from 2008 to 2016 for measuring effects of media reporting. Methods All the news reports on food safety standards were screened with keyword search on Baidu news database, then were categorized for statistical analysis from six aspects such as numbers, genres, themes, forms, sources and reporting tone. Results Since 2009, the number of reports on food safety standards has risen and become a specific news topic. However, relevant reports were obviously narrowed to short news with lack of in-depth reporting which could not catch real social concern. Misunderstanding of food safety standards still exists in some reports. On the other hand, websites of the government and social organizations have become important and authoritative news resources. Conclusion Since food safety standards have specialty in some degree, strategic communication must be used for risk communication for food safety. At the meantime, agencies must take full use of new media such as official website of government and professional organizations for a better and scientific public opinion environment for food safety.