a phrase used by – predominantly – heterosexual men who make a comment that could be interpreted as being homoerotic or homoromantic, typically to assert their masculinity or heterosexuality.

This could simply be for something as innocent and small as one man complimenting another; for example, “Dude, you look great tonight, no homo”.

The term and the concept behind it is problematic: firstly, it is perhaps an example of toxic masculinity, in which men have to constantly remind each other that they are straight, and that something as simple as a compliment may call their heterosexuality into question. Secondly, it asserts a certain homophobic or biphobic attitude that being seen as same-sex attracted is something to be ashamed of.