Abstract
The main aim of this paper is to present some theoretical ideas which derive from the author's empirical research on health promotion, specifically amongst gay men, and health promotion relating to safer sexual practices. This research has been ongoing over the last five years and has involved sustained analysis of gay men's narratives relating to sexual practices, derived from ethnographic work, interviews, focus groups, questionnaire data and a detailed analysis of published autobiographical and fictional works. The paper suggests that reported increases in unprotected anal intercourse amongst gay men may be partially explained by a 'transgressive' and 'resistance' stance towards repeated health promotion efforts. It is also hypothesised that this 'resistant' response to health promotion may not be specific to gay men and may become increasingly common amongst the general population. Accordingly, the paper ends by sounding a cautionary note for health education and promotion, and emphasises the need for sustained empirical research in this area.