A recent study in Great Britain found that adults are so embarrassed to talk about condoms with a new sex partner that one third polled said they had been sometimes been too uncomfortable to use one. On the other hand, thirty percent of the 2,000 polled by the Family Planning Association said they regretted not using one.

Some blame the embarrassment on sexual health messaging that disproportionately targets youth. "Safer sex campaigns are often targeted at the young,” the Association's Anne Weyman said in a press release, “but thirty-somethings are also entering into new sexual relationships... They need as much support with their sexual health as young people do.”