The sex category JOI is certainly spreading joy around the world as it ranks amongst the most popular according to experts.

Not a clue how ‘new’ fetishes develop, but their popularity online can certainly be and is often tracked.

For those that keep an eye on that sort of stuff, there is one phrase and trend that has picked up more traction in recent years, JOI.

Now don’t feel bad you haven’t heard of it, I mean unless you are searching for it yourself or going on a random explorative deep dive, chances are it doesn’t come up in conversation.

Go on, take a guess and think how the three word term could be related to a sex thing.

The trend has become more popular in recent years especially with the rise sexual ‘content creators’ Getty Stock Image)

Stumped? Well, the answer is jerk-off-instruction.

And it pretty much is exactly what it sounds like, a person giving you instructions on how to, well, you know.

MelRose Michaels, the founder of Sex Work CEO spoke about the growing curiosity around the trend when she spoke to VICE.

She said: “JOI to me is an erotic performance style where the speaker, through voice, video, or text, guides the viewer or listener through the act of masturbation.

“It blends control, seduction, dominance, and emotional connection all at once.”

Michaels also briefly touched on the psychology behind the trend and why it has proved popular, especially during an era where there are thousands of people using OnlyFans rather than ‘traditional’ porn.

She continued: “JOI taps into more than just arousal. It fullfils the need to feel wanted, controlled, praised…or denied.

“It creates a fantasy where they’re not just ‘another viewer’ or some ‘random fan.’. Instead, they’re ‘the’ viewer, the one this content was created for specifically.”

While this new found popularity might be news to some, apparently the trend isn’t anything new, according to the experts.

Experts have broken down the psychology behind the trend (Getty Stock Image)

In recent years, JOI has been steadily rising the ranks on adult sites at a fairly consistent rate, placing amongst the top 100 regularly.

Avery Martin of Clips4Sale also spoke to Vice and said the fetish having a recognizable name has helped it spread in online spaces.

He said: “JOI as a concept has existed for a long time, but it’s only more recently that it got a name and became its own recognized fetish.

“Before people started talking about JOI, there were things like ‘masturbation encouragement’.

“But JOI as a phenomenon really emerged from creator culture, from the intersection of technology and sexuality. It’s a direct connection between the fan and the creators, and since the pandemic interest has surged across the board.”

A doctor has listed the side effects of masturbating too much, as another expert revealed how to know when you’re at your limit.

Dr Surya Bhagwati, the chief in-house practitioner at Dr Vaidya’s, in India, has debunked some myths about what can happen to your body if you ‘beat the meat’ too often.

Taking to a blog, she wrote: “Masturbation itself is not bad. It is perfectly innocuous and has many positive effects in moderation, for example, reducing stress or helping one get a good night’s sleep.”

However, the medic went on to note that ‘sometimes some amount of masturbation can cause problems’ before listing some of the potential side effects.

It comes as intimacy educator Leeza Mangaldas shared how much is too much when it comes to self-stimulation.

Mangaldas said in part on her YouTube channel: “There is no single one-size-fits-all answer for this, you get to decide.”

How much is too much? (Getty Stock Image)

Side effects of excessive masturbation

Feelings of guilt

According to Dr Bhagwati, ‘excessive masturbation may bring feelings of guilt, often socially, culturally, or even personally’.

Though the expert noted: “For whatever reason, no one by nature really has to feel ashamed, but people do tend to feel guilty if their habits interfere with other things in life.”

Lower self-esteem

The chief in-house practitioner added: “A person, if being uncomfortable about his masturbation practices, might start to beat himself for it or lose self-esteem.”

If you feel this may be an issue, then she advised speaking ‘with a mental health professional’ to ‘help in lose such feelings’.

Lack of focus

“One of the harmful effects of masturbation is that it can affect the degree of concentration and productivity because it acts as an obstruction between work, study, or personal activities and has to be regulated by setting personal boundaries for focus,” Dr Bhagwati noted.

Fatigue

She also described how too much masturbation can lead to fatigue if it keeps you up late at night and robs you of sleep.

Dr Bhagwati added: “It can also become tiring when done excessively without recovery time. Generally, it varies with rest and moderation.”

Excessive masturbation can cause various side effects (Getty Stock Image)

Social awkwardness

“Some people who experience over masturbation side effects become extremely shy in social communities due to reasons of potentially feeling guilty or ashamed about their actions,” the doctor said, before noting this could eventually lead to someone ‘having low self-confidence and self-esteem’.

Impact on personal life

Dr Bhagwati mentioned that if masturbation interferes with your ‘everyday responsibilities, relationships, or personal’ then it can ‘affect the quality of one’s life’ – something that Mangaldas also referenced in her video.

Speaking on her channel, she said that ‘as long as it’s not getting in the way of any activities, like school or work, or your family obligations’, it should be fine.

Swollen genitals

Writing in the blog, Dr Bhagwati explained: “Excessive masturbation might sometimes cause temporary swelling of the genital area because of the increased blood supply to that region.”

However, she said this is ‘harmless’ and usually ‘resolves on its own’.

Decreased sexual sensitivity

“Overstimulation through too much masturbation can sometimes reduce the sensitivity, and it becomes difficult to enjoy the pleasure in actual sexual intercourse,” the expert said. “This is a temporary phenomenon that can be lessened through control over frequency and by changing habits.”

Pleasuring yourself too frequently can actually lead to swollen genitals (Getty Stock Image)

Premature ejaculation

Dr Bhagwati explained that some people may experience premature ejaculation as a side effect ‘because the routine may perpetuate speedy arousal and ejaculation patterns that may spill over to a relationship‘.

Debunking myths about masturbating

Dr Bhagwati also mentioned a few myths surrounding masturbation and explained they have no scientific evidence to support them.

These are that excessive masturbating leads to hair loss, penis shrinkage, low sperm count, lower back pain and prostate cancer.

Speaking of the latter, the doctor wrote: “There are no clear conclusions involving masturbation and the risks of prostate cancer. On the contrary, increased frequency of ejaculation – be it from masturbation or any sexual activity-is believed to offer protection by helping flush out unhealthy substances in the prostate.”

While also highlighting that lower back pain is likely due to bad posture, although it is possible that someone could develop it from carrying out the act in a position that is not good for their back.

“One should know what side effects of excessive masturbation can do to you. It’s good to make informed choices about your sexual health and overall well-being,” Dr Bhagwati concluded.

“You can also try natural remedies for erectile dysfunction, but always remember that moderation is the key.”

So, as we’re probably all already aware by now – everything in moderation!

A sex worker has spoken out about a potentially dangerous trend that she’s noticed becoming increasingly popular in the bedroom.

Katija Cortez, 28, has learned a lot about common kinks and requests through her work as a professional escort.

However, it was when she was still a teenager that she first experience one particular practise that caught her off guard.

Cortez noticed an increase in the trend through her work. (Instagram/@playmatekatija)

In an interview with news.com.au, Cortez explained she was just 16 when her sexual partner choked her during sex, catching her off guard.

The pair hadn’t discussed choking beforehand, and Cortez admitted it came ‘as a shock’ to her.

“I wasn’t sure how to react,” she said. “Keep in mind this was over a decade ago when consent was not a topic of conversation like it is today. Had he asked me beforehand if I’d let him choke me, I’d probably have said no.”

It wasn’t until Cortez got older and more sexually experienced that she learned choking was a ‘common kink and a form of submissive and sensory play’, but she believes the trend has grown in popularity thanks to people seeing it in adult movies.

Cortez has warned not everyone will like choking. (Instagram/@playmatekatija)

“When I was younger, a lot of guys had started doing it, which I think definitely came from seeing it in porn. Choking during porn is very, very common and is becoming increasingly more common,” she said.

Cortez has acknowledged running into situations in her job where men seemingly think they don’t need to ask her permission to carry out this kind of act, but she urged people to remember that porn is a ‘fantasy’.

“Just like movies, porn stars are trained professionals working in controlled environments where many things are all agreed upon beforehand. Even porn actors discuss dos and don’ts before a scene,” she said.

“Sex outside of porn should be no different. It’s all about communication.”

Not only can choking be uncomfortable for anyone who isn’t expecting it, but Professor Heather Douglas, of Melbourne University Law School, has warned: “Placing pressure on the neck is not safe.”

Douglas warned of the dangers of choking. (Instagram/@playmatekatija)

Speaking to news.com.au, she said: “Only a small amount of pressure can cause serious harm, and potentially death.

“Particularly concerning is that this behaviour can lead to brain injury, and the more often people engage in strangulation, the more likely brain injury is. Often, people will be unaware of this.”

Having noticed how common choking kinks can be, Cortez has reminded people that not everyone will be in to it.

“It needs to be understood that this particular kink can be scary and should not be done without asking,” she said.

“Something [like] choking may even bring up past trauma for some people. So, this definitely needs to be kept in mind.”

A relationship expert has highlighted one thing that may be holding people’s sex life back – and it’s something many of us are guilty of.

With Valentine’s Day here many people use the day reflect on their love life and sexual relationships, for better or worse.

And for many, this reflection reveals that they aren’t as happy about it as they want to be, particularly when it comes to sex.

Sex therapist and relationship expert Leigh Norén emphasized the many difficulties a relationship and healthy sex life can experience.

And she noted that there is one daily habit in particular that can leave people’s lives in a not-so-sexy chokehold.

According to a sex therapist people may not be adequately addressing the sex issues in their relationship (Getty Stock Image)

Speaking to the Mirror, Norén noted that people often look for quick fixes and may not be adequately addressing the sex and intimacy issues they have.

Instead of addressing them, they may turn to social media doomscrolling and online validation rather than getting it from their partner.

She said: “People often feel bored in their relationships and stressed in general in life. We’re all stretched thin, and as a result, we’ve forgotten how to seek out and experience pleasure.

“Instead, we look for quick fixes and ways to dissociate, like scrolling through reels, watching memes, and indulging in junk food.

“It’s like we’ve all forgotten how to truly be and revel in pleasure overall, not just sexual pleasure. Life is so demanding nowadays that we often choose quick escapes instead of meaningful exchanges with our partner – therapists included!”

Speaking specifically about Gen Z she said that they may be looking at sex less rigidly as previous generations, which has its benefits.

However, she noted the massive influx of technology into everyday lives has contributed to the way people interact with one another.

Social media isn’t helping people be more intimate with one another (Getty Stock Image)

She continued: “Gen Z have grown up in a time where we’re constantly surrounded by technology.

“This means they’re seldom bored, and instead of connecting with one another sexually as people might have done in the past, they might turn to their phones for some instant kicks instead. There’s simply so much more to do than just have sex.”

But worry not, as the expert offered some relatively simple fixes that can help foster the perfect environment for a healthier outlook on sex and relationships.

For those in a relationship, she said: “Reduce stress through cuddling with your partner, and then incorporate more intimate sexual touch.

“Go on a date night and decide that practicalities are off limits, instead, reminisce about the first time you met and what drew you to one another sexually.”