Labour induction massage: A thematic content analysis of Australian massage therapists’ website pages

There is limited evidence on the efficacy and safety of induction massage; however, there are some massage therapists in Australia who offer induction massage. The aim of this paper is to determine the information being provided to consumers on websites pages of Australian massage therapists who provide ‘induction massage’. A qualitative summative content analysis methodology employing both manifest and latent content analysis was used to examine website pages of Australian massage therapists offering ‘induction massage’. Twenty-eight websites met the criteria for inclusion. The qualitative theme was a façade of hope with three subthemes: a) misconception and equivocation, b) marketing scieneploitation and c) lack of empowerment. While there were only a small number of websites that provided induction massage, these webpages generally failed to provide accurate and complete information and used deceptive and misleading statements and language that made ‘induction massage’ appear more efficacious and legitimate than current evidence suggests it is, thus potentially giving false hope to potential consumers. •A façade of hope was created by making ‘labour induction massage’ appear more efficacious and legitimate than it really is.•The quality of health information about ‘labour induction massage’ was low with unsupported and misleading statements.•Language styles included the use of innuendo, equivocation, loaded language, intangible benefits and fallacious statements.•A potential deficit in knowledge of standards when writing online website health content was highlighted.•Further education is needed to address this gap in knowledge.