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Love magic is a type of magic that has existed or currently exists in many cultures around the world as a part of folk beliefs, both by clergy and laity of nearly every religion. Historically, it is attested on cuneiform tablets from Mesopotamia, in ancient Egyptian texts and later Coptic texts, in the Greco-Roman world, in Syriac texts, in the European Middle Ages and early modern period, and among all Jewish groups who co-existed with these groups.
The exact definition of what constitutes 'love magic' can be difficult to establish and will vary from scholar to scholar, but a common theme shared by many is the use of magic to start, preserve, or break up a relationship of some type whether for purely sexual or romantic purposes or both. The tools and methods used in its practice do not significantly differ from the way other forms of magic are practiced and include spoken and written spells and incantations, dolls, talismans, amulets, potions, and rituals.
As most surviving sources concern love between men and women, there is a strong heterosexual bias when discussing these sources, though there are a few examples known to concern love between both two men and two women, such as Greek curse tablets. Love magic motifs appear in literature and art and in the mythologies of many cultures. It is less likely to occur in modern fiction, except in fantasy fiction (like Harry Potter), though even then it is not common and may be portrayed as negative.