The reaction of bromide ions with methyl naphthalene-2-sulfonate (MeNS) has been investigated in water-dimethyl sulfoxide, DMSO, tetradecyltrimethylammonium bromide, TTAB, micellar solutions, with the weight percentage of DMSO up to 50%. In order to quantitatively rationalize the micellar kinetic effects observed, conductivity, surface tension, and steady-state fluorescence measurements were used to get information about the micellar reaction media. Results showed that changes caused by the addition of different amounts of DMSO to TTAB aqueous micellar solutions are made evident from the kinetic micellar effects, these being a helpful tool to obtain information on the micellar reaction media in the presence of the added organic solvent. Copyright (c) 2006 John Wiley & Sons, Ltd.