This research investigated the beliefs, motivations and attitudes of adults who have engaged in image-based abuse. Perpetrators demonstrated little remorse and downplayed their actions through minimisation, tending to blame the victim or even deny responsibility. With the exception of those involved in taking images of strangers and the taking and sharing of child exploitation images, few were aware that their behaviour was against the law. There was a strong sense that on-sharing intimate images without consent was fairly commonplace and becoming somewhat normalised. Some perpetrators highlighted that they were aware of ‘numerous people’ getting away with similar actions. The research also highlights the need to see more action to disrupt the normalising culture around image-based abuse.