Episode 084: Beyond Regulation: What We Can Do as Massage Therapists

As a follow up to Episode 83. When headlines emerge about unethical or criminal behaviour within the massage industry, it sparks strong emotions among professionals. We want to protect our clients, our businesses, and our reputation. The recent media coverage of a case involving a massage therapist who committed multiple assaults has reignited conversations about regulation, public trust, and client safety.

But here’s the reality: regulation alone won’t solve this problem.

We already operate within multiple layers of legislation—privacy laws, tax laws, workplace safety laws, and codes of conduct from professional associations. Even in tightly regulated industries like medicine and finance, people still make unethical choices. No amount of rules will stop someone determined to break them.

So rather than waiting for external changes, what can we, as massage therapists, do right now? That’s what this episode of the Folding Towels Podcast is all about.

Building Public Trust Through Action

Many massage therapists instinctively ask: What is my association doing? It’s a fair question. Professional bodies like Massage & Myotherapy Australia, AMT, ATMS, and others play a role in advocating for the industry.

But they don’t create laws. They don’t enforce criminal penalties. And they can’t single-handedly change public perception.

That part? That’s up to us.

Here are practical steps you can take today to strengthen the profession, improve client safety, and build trust.

1. Be Visible as a Professional

Your public presence influences how clients and the wider community perceive massage therapy. If we want to separate ourselves from unregulated or questionable businesses, we need to show up as professionals.

How to Do It:

• Display your association membership certificate prominently in your clinic.
• Use your association’s logo on your website, business cards, and social media.
• Share education-based content from credible sources (e.g., your association, research journals, respected industry professionals).
• Talk about your qualifications and continued education in your marketing.

Small details like these help potential clients differentiate you from businesses offering questionable services under the term massage.

Pro Tip: Your face is one of your most powerful trust signals. People trust people, not just businesses. If you’re comfortable, post a professional photo of yourself on your website or social media. Clients want to know who they’re booking with!

2. Improve Client Safety from First Contact

Safety starts before a client steps through your door. Clear communication and professional protocols ensure they feel respected and comfortable from the outset.

What You Can Do:

• Client Intake Forms – Have a structured intake form that covers health history, treatment preferences, and expectations. (And don’t skip the verbal consultation!)
• Clear Draping & Consent Practices – Always ask before adjusting clothing or exposing any part of the body. Explain every step in advance.
• Pre-Treatment Conversations – A simple question like, What areas do you want me to work on today? builds trust and ensures consent.
• Code of Conduct in Plain Sight – Consider having a written policy visible in your clinic or online that reinforces safety, boundaries, and professionalism.

These simple steps reduce miscommunication and reinforce that you are a safe, professional therapist.

3. Use Social Media to Educate & Influence

If we don’t shape public perception of massage therapy, someone else will. And let’s be honest—some of those other voices aren’t helping our credibility.

You don’t need to be a marketing expert, but strategic social media use can make a big difference.

What to Post:

• Share massage research and evidence-based benefits (bonus: this also attracts educated clients!).
• Post about your professional development – workshops you attend, new skills you’ve gained, or associations you’re part of.
• Engage with reputable industry leaders like Pregnancy Massage Australia, Stuart Hinds, or your association’s social media.
• Use your own platform to explain professional massage standards (e.g., how to find a qualified therapist, what ethical massage looks like).

The more we flood the internet with professionalism, the harder it becomes for dodgy businesses to dominate the conversation.

4. Stop Waiting for Industry Regulation to Fix Everything

Many therapists believe government regulation is the only way to establish professional credibility. But let’s look at the facts:

Massage therapy is already regulated – just not in the way people assume. We operate under numerous legal frameworks, including privacy laws, workplace health & safety, and taxation laws.

Regulation doesn’t eliminate bad behaviour. Even highly regulated industries like finance, medicine, and law still have unethical practitioners. Our associations can help manage some unethical behaviour and may even make recommendations to law enforcement. It is up to the law makers and law enforcers to manage illegal behaviour.

The term ‘massage’ isn’t going away. Some suggest rebranding as soft tissue therapists or similar to separate ourselves from disreputable businesses. While an interesting idea, terminology alone won’t change public perception.

Instead of waiting for external regulation, we should focus on what we can control.

5. Engage with Your Association (And Actually Use Their Resources!)

Your association membership is more than just an insurance requirement. Many massage therapists don’t realise the wealth of resources available through their association.

How to Get More Out of Your Membership:

Many therapists assume their associations “aren’t doing enough.” But often, they’re doing a lot—we just need to use the resources they provide.

6. Advocate for Public Awareness (Instead of Just Complaining About It)

• Follow your association on social media – Many provide shareable content, public awareness campaigns, and client education materials.
• Use the tools they provide – Some offer GP referral templates, research summaries, or legal guidelines for ethical practice.
• Support initiatives like the Certified Practitioner Program – This aims to create a recognisable badge of trust for clients.
• Attend networking events or professional discussions – You’d be surprised how much collaboration happens behind the scenes.

If we want massage therapy to be taken seriously, we need to take an active role in public education.

Ways to Advocate:

• Encourage your association to launch more public awareness campaigns.
• Participate in media discussions – If there’s an opportunity to write an article or speak about massage in a professional way, do it!
• Educate your own clients – The more they understand the benefits of professional massage, the more they’ll advocate for us.
• Support research in massage therapy – Whether it’s sharing studies or contributing to case studies, we need more data to back up what we do.

Final Thoughts: It Starts With Us

There is no quick fix to building trust and credibility in the massage industry. Government regulation won’t solve every problem, and rebranding won’t instantly change public perception.

But what does work is showing up as professionals, taking safety seriously, and educating the public.

By taking small, proactive steps, we can create an industry that is safer, stronger, and more respected—not because we waited for change, but because we led the change.

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