The media are widely acknowledged as important in sex and relationship education, but they are usually associated with "bad" effects on young people in contrast to the "good" knowledge represented by more informational and educational formats. In this paper we look at sex advice giving in newspapers, magazines and television in the UK, in sex advice books and in online spaces for sexual learning. We examine some of the limitations of the information provided, consider the challenges for sex advice in the contemporary context, and outline some of the opportunities for academics, researchers, therapists, sex educators and activists to contribute productively to sex advice giving and sexual learning more generally.