This introductory chapter lays the foundation for a comprehensive examination of Non-Consensual Intimate Image (NCII) abuse, commonly mischaracterized as “revenge pornography”. It contextualizes the phenomenon within broader socio-legal, technological, and gendered frameworks, and critiques prevailing terminology that obscures the complexity and harm of image-based sexual abuse. The chapter outlines the psychological impacts on victims, inadequacies in legal responses, gendered dimensions of abuse, and the role of digital platforms in facilitating or mitigating harm. Central to the discussion is the UK’s Revenge Porn Helpline (RPH), a decade-long case study that provides empirical insights into the scale, modalities, and evolving nature of NCII. Through analysis of over 22,000 cases, AI-assisted thematic and sentiment analyses, stakeholder interviews, and ethnographic reflection, the chapter argues for a systemic, ecosystem-based approach to understanding and addressing NCII. The work foregrounds survivor agency and cross-sector collaboration as vital to sustainable and effective intervention. Ultimately, this book calls for a paradigm shift—from fragmented legal remedies and reactive platform moderation to integrated, trauma-informed, and preventative strategies.