The author recalls when a local newspaper, the main public source for advertising at that time, allowed escort services to advertise in the Health Aids section. It created quite uproar at the time, but the newspaper would not relinquish.

The same thing happened with the yellow pages. But in this case, the carrier met the industry halfway by creating a subsection in massage called “Therapeutic Massage.”

The intrusion of escort services into the massage therapy advertising domain did not stop therapists from continuing to use newspapers and yellow pages to advertise until alternative publications such as the Internet, massage and bodywork associations and organizations, and health food store bulletin boards came along. Now therapists generally have a greater choice.

Establishments are required to include their license number, or if the owner is a therapist, the owner’s license number and the license numbers of the therapists when advertising. This is required on all advertising medium including business cards and radio ads. The only medium not regulated in this manner also happens to be the best form of advertising: word of mouth.

The NCBTMB has some strong feelings about advertising. Standard of Practice IV (g) says, “advertise in a manner that is honest, dignified, and representative of services that can be delivered and remains consistent with the NCBTMB Code of Ethics.” Standard of Practice IV(h) states “ advertise in a manner that is not misleading to the public by, among other things, the use of sensational, sexual or provocative language and/or pictures to promote business.”

False, deceptive or misleading advertising is grounds for disciplinary action by the state board. Therefore, if a therapist in the State of Florida were considering a provocative ad, for whatever reason, they need to realize it would be a red flag to the police department.

The NCBTMB forbids provocative advertising; since Florida licensees are also NCBTMB members and are required by the state to place their license numbers in their ads, it is easy for the NCBTMB to detect malefactors. Further, provocative advertising draws clients who have expectations. They may be rude and difficult to handle.

Ethical standards work to improve the therapist’s business and life in general. It may not be evident to some now but after many years in the massage and bodywork industry, this author has seen the results of hewing to ethics, obviously making an amazing change in the public’s perception of the industry.