Men’s help-seeking behaviour for health issues is apparent in advice columns in men’s magazines. This study discursively analysed men’s help-seeking letters and expert replies within two international and popular men’s magazines, Men’s Health and For Him Magazine or FHM. Findings showed that the texts reinforced hegemonic ideals. Letters positioning men as self-reliant, independently knowledgeable, stoic and avoiding associations with femininity were positively reinforced in expert replies, while other types of positioning were responded to with condescension or ridicule. Results suggest the policing of boundaries by ‘experts’ around unacceptable/acceptable enactments of masculinity, which may have implications for if, how and when men seek help from experts.