This poster will examine the misconceptions and commercialization of the beliefs and practices of Wicca, a contemporary Pagan religion. It begins by investigating the history of Wicca and its evolution into contemporary forms. It moves on to examine how depictions of witches in popular culture (especially contrasting depictions in the TV shows Sabrina the Teenage Witch and American Horror Story: Coven) have impacted Wicca, including who joins, what symbols and products they use or avoid, and what stereotypes – especially ones about dangerous sexuality – Wiccans must contend with. It also considers how Pagan rituals acknowledged by some Wiccans have become embedded in contemporary society, for instance Halloween. Our analysis draws on scholarship that addresses how the commercialization of witches and witchcraft has been beneficial or harmful for Wicca; whether the popularity of witches in entertainment has eliminated prejudices about Wiccan practices, or instead led to what Wiccans see as the deterioration of the tradition's authenticity.