Online personal ads and its implication for sexual health risks: an observational analysis of posts.

ABSTRACT

BACKGROUND: People use online personal advertisements (ads) to solicit sexual partners. Data from online ads are often publicly available, allowing researchers to better understand the topics discussed and potential role of online ads in sexual health and risk behaviours. This study aims to examine those research questions. METHODS: We collected posts on ClassifiedAds.com from the US (August 2019- February 2020). Gender identity was abstracted from post title, when available. HIV risk-related terms were abstracted from post title and content and were used to dichotomise the following variables (1) ads describing sexual risk behaviours; (2) ads mentioning concerns over substance use or sexually transmitted infections/HIV; and (3) ads mentioning an interest in substance use. Descriptive analysis and logistic regression were conducted. RESULTS: A total of n =12866 unique ads were posted; 72.4% posted by men. Most posts came from the southern US (34.7%) and from urban areas (89.6%). Few ads contained images (21.9%) or words associated with substance use (1%), while 26% mentioned substance use or STI/HIV concern. Logistic regression models indicated that ads in the South were less likely to contain substance use or STI/HIV concern than ads from the Midwest. Also, women were less likely than men to post about substance use or mention substance use or STI/HIV concern. CONCLUSIONS: Personal ads offer a glimpse into Internet-mediated sex encounters and sexual health risks among those who seek sex online. The real-time data collected has potential to highlight elevated prevalence of sexual risk behaviours that may put individuals at risk for STI/HIV or substance use.