Montgomery County’s Look Before You Book campaign recently won a Maker Award and a Silver Telly Award for its public education commercials. Six months after launch, the recognition offers a window into how the tool works and how licensed businesses experience the county’s broader enforcement push.
The campaign helps residents check a spa’s citation history before booking an appointment. Since its website launched earlier this year, it has drawn 2,784 views. The county’s tip line has received one formal tip, along with five other resident communications, according to Jodi Finkelstein, coordinator of the county’s Human Trafficking Prevention Committee.
What residents should know
Finkelstein said the campaign’s message is simple.
“Look before you book means just that,” she said. “Research the establishment, make sure that the person that’s providing the massage is licensed and the services that you are receiving are 100% legal.”
Under Maryland law, anyone providing a massage must be a licensed massage therapist.
Finkelstein outlined several red flags for residents to watch for:
- Business hours that go beyond what county law allows
- Storefronts where the interior isn’t visible from outside
- Missing state or county licensure posted inside the business
- Signs of on-site living, such as luggage or an unusually large amount of food
- A cash-only requirement, which isn’t disqualifying on its own but is worth noting alongside other flags
She said legitimate businesses should post licensure visibly. It’s much like a hair stylist displaying a license at their station. The campaign’s website features a map of establishments with public citations. It also offers guidance on verifying credentials and resources for reporting concerns.
The campaign has also produced two 30-second commercials, “Think Before You Book” and “Look Before You Book,” which run on TV and social media.
The effort grew out of joint ride-alongs Finkelstein conducted with MCPD’s Vice Unit inspecting local bodywork establishments. Today, the campaign also reaches residents through bus stop posters and social media.
Kevin Hu owns Spa65 Thai Massage & Bodywork. It’s a fully licensed business with no citations. Hu supports the effort to target illegal operations. But he said compliance comes with real costs.
“We completely support weeding out illicit operators,” Hu said. “But the administrative burden on legitimate owners is immense. We must navigate an overwhelming web of regulations across multiple agencies.”
A bill in the works
The campaign now runs alongside Bill 34-26.
Councilmember Dawn Luedtke introduced the bill July 21. She is vice chair of the county’s Human Trafficking Prevention Committee and has said the legislation closes gaps between county agencies.
The bill targets licensing loopholes that let illegal bodywork operators reopen under new names after enforcement. MCM reported on the bill in July. A public hearing is scheduled for Sept. 15.
Hu said the bill and the campaign address different parts of the problem. He believes enforcement is necessary but not enough on its own. He said legitimate businesses face high compliance costs, while illegal shops cut corners and offer cheaper services.
“The county needs to punish the bad actors, but they must also incentivize and reward legitimate business owners,” Hu said. He suggests verification badges and a county-run directory to help licensed shops stand out.
