Objective Internalized homonegativity is linked to psychological distress in sexual minorities and is thus a potential treatment target in this population. Previous studies have shown that evaluative conditioning (EC) can modify self‐esteem, another self‐directed attitude. The present study aimed to determine if EC deployed over the Internet could modify self‐esteem and internalized homonegativity. Method Gay men recruited online (N = 184) were randomly assigned to a control group or an experimental condition. Participants completed self‐reports and measures of implicit attitudes before and after being exposed to control or experimental tasks. The study was administered online. Results There were no significant between‐group differences on implicit or explicit self‐esteem (ps > .49) or internalized homonegativity (ps > .28). Conclusion Despite past laboratory success, Internet‐based EC did not produce significant effects in implicit or explicit self‐directed attitudes. Post hoc analyses did not support any of several potential explanations for these results. Alternative explanations are discussed.