Published on Authors of this article:. Background: The capacity to advertise via the Internet continues to contribute to the shifting dynamics in adult commercial sex work. Understanding the information communicated in Internet-based sex work advertisements is a critical step in knowledge development to inform such interventions. Objective: The purpose of this content analysis was to increase our understanding of the health and safety information within the Internet advertisements among women, men, and transgender sex workers and to describe how this information may be utilized to inform eHealth service development for this population.
Methods: A total of 75 Internet-based sex worker advertisements 45 women, 24 men, and 6 transgender persons were purposefully selected from advertisements collected as part of a larger study in Western Canada. Content analysis was employed to guide data extraction about demographic characteristics, sexual services provided, service restrictions, health practices and concerns, safety and security, and business practices.
Frequencies for each variable were calculated and further classified by gender. Thematic analysis was then undertaken to situate the communications within the social and commercialized contexts of the sex industry. Results: Four communications themes were identified: 1 demographic characteristics; 2 sexual services; 3 health; and 4 safety and security.
It was found that years of age accounted for 32 of the 51 advertisements that provided age. Gender and the type of Web-based platform mattered for information communicated. Men and transworkers used Internet classified advertisement platforms with predetermined categories. Zero men or transpersons restricted alcohol or drug use. Conclusions: The study findings contribute to understandings about the diverse platforms used in commercial sex advertisements, and how sex workers frame information for potential clients.
This information affords health care providers and policy makers insights to how they might assist with promoting the health of Internet-based sex workers and their clients. The capacity to advertise via the Internet continues to contribute to the shifting dynamics in adult commercial sex work [ 1 , 2 ] creating unprecedented opportunities for sex workers to determine how they will conduct business and allowing for greater control over their work [ 3 ].
