This study reviewed Internet technological capabilities for counselling and several appropriate counselling models and assessed the application of HIV/AIDS related counselling on the Internet. Sixteen health professionals in HIV/AIDS related face-to-face counselling positions were interviewed: their HIV/AIDS service background was limited to Texas-certified HIV pre/post test counsellors, Texas- licensed counsellors in HIV/AIDS service field and HIV/AIDS case managers and social workers. Duration of interviews ranged from 30 min to 60 min and were recorded on audio cassette for review and analysis. Responses were generated using an editing style of the long-interview process. Edited responses were then analyzed for content and themes. Four major themes evolved from interview responses: counsellor-client relationship, target population, ethics and operation. Major concerns included the lack of visual and verbal cues during interaction, problems of accessibility by the neediest, confidentiality, impersonal experience and increased client separation/isolation. Greater benefits may be attained by targeting the younger segment of the population and other health professionals. A majority of respondents indicated support for additional development of Internet-based HIV/AIDS related counselling. Copyright (C) 1999 Elsevier Science Ireland Ltd.