A sample of 103 men in London, England, who used trafficked and non-trafficked women in prostitution were asked about their experiences and awareness of the sex industry. Almost all (96%) bought sex indoors. Many reported that they were aware of pimping, trafficking and other coercive control over those in massage parlour, brothel, and escort prostitution. These men were frequently aware of the vulnerability and risk factors for entry into prostitution including childhood abuse, lack of alternative job choices, coercive control and homelessness.