Under The Texas Administrative Code:
Chapter 140
Subchapter H
Division 2 Code of Ethics
140.306 Advertising.
When you read that section, combined with how they are very specific about what the state considers Massage Therapy (see above) then ads for Body Rub means they MUST conform to the state laws for ads for licensed massage therapists or they are violating the law.
You cannot post an ad for a Body Rub unless you have a license for massage in the State of Texas.
Do they try to enforce that? Rarely.
But it could easily be enforced.
"(c) When an assumed name is used in a person's practice as a massage therapist, the full legal name of the massage therapist or license number of the massage therapist must be listed in each advertisement and each time the business name or assumed name appears in writing. The license number of a massage establishment must be listed in conjunction with the assumed or legal name of the massage establishment. An assumed name used by a massage therapist must not be false, misleading, or deceptive. "
The state tightened the law in 2005 to combat the Asian Bath Houses and the proliferation of prostitutes posing as massage therapists. You cannot give a person a bath anymore like they once freely advertised.
Considering it is expressly forbidden to offer massage (no matter WHAT you call it) in an SOB that is a whole different yet still illegal issue.