Although the male condom remains the most commonly used method of HIV prevention, sexual health promotion interventions directed toward heterosexuals in the United States have focused primarily on women. In this paper, we discuss limitations of the utility of various HIV-prevention-related sexual health promotion messages as they pertain to the sexual behavior of heterosexual men. We also present several key considerations for the development of sexuality-based HIV health promotion directed toward this population, including the importance of developing HIV risk reduction messages that are responsive to (1) their predominant sexual and safer sex behavioral patterns; (2) the societal gender roles, norms, and scripts that guide heterosexual interactions; and (3) developmental and cultural influences on sexual behavior. We conclude with recommendations for future research.