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This study utilizes the UK website Punternet, an online escort review webpage, to understand the virtual subculture surrounding the participants in the online sex buying industry. The main purpose of this study is to incorporate new information into the discussion surrounding men’s demand for paid sex. Research into the demand side of the sex industry is important because sex buyers are becoming increasingly seen as the drivers of the human trafficking industry and more specifically the sex trafficking industry. This qualitative study examines a sample of online escort reviews from the top buyers or “punters” on the website while also looking at various sociodemographic and sexuality variables that influence the behaviors undertaken in their sex buying experiences. Research in this area is important because it aids in understanding the motivations of buyers in the sex industry and it can also help inform researchers to demand reduction strategies that might be effective in curtailing the sex buying industry.