In the global and national discourse, schools are made responsible for providing high quality education in core subject knowledge, but also for working with physical and mental health promotion and risk prevention. This study analyses local interpretations and dissemination of health promotion and risk prevention in official websites from Swedish municipalities and schools in disadvantaged areas, with particular focus on school social work and how the counsellor’s (skolkurator) role comes across and how children and parents are addressed. The results show great variation in how the tasks of the school health services and the role of the counsellor are defined and explicated, which indicates difficulties in translating policy into practice. In the websites, the services that the school counsellor can offer often come across as abstract and/or distant from the potential needs of children and parents. Moreover, very few sites address children and/or the parents – the stakeholders are not ‘spoken to’. This goes against previous studies that stress the importance of providing information about the support that the school can offer children and parents, and of addressing the stakeholders. Decision-makers and school leadership must better identify and communicate what health promotion and risk prevention mean, and the role of the school counsellor, and inform families through the official websites about the support that the schools offer.