On survey data from 1999 to 2001 and 2010 to 2012, we estimate the demand for commercial sex among British men. We estimate a zero‐inflated count model, which takes into account the probability of not participating in the sex market and number of times with a prostitute. We find that sex education in school has a negative and significant role in the demand for paid sex. We also find that men with a typical middle‐class income are more likely to buy sex. Travelling abroad or living in London increases the likelihood of British men buying sex.