After police investigated the matter, it turns out the sign on Laugavegur that has aroused so much suspicion is actually advertising Chinese massage.
As reported, this photo was taken of a sign on Laugavegur, and uploaded to the Facebook page of the feminist activist group Big Sister. Many speculated that, like many of the English advertisements in newspapers offering massage, it was a front for prostitution. Police pledged to investigate the matter.
RÚV now reports that the business in question is actually offering Chinese massage; not prostitution. Björgvin Björgvinsson, head of the sex crimes division of capital area police, told reporters that the massage parlour has newly opened, and that there is nothing illegal going on there.
The suspicion was in some ways warranted, within the context of recent discussions about such advertisements. Advertisements in English offering massage, leaving a mobile phone number and having no registered business at the address provided, have often been fronts for prostitution in Iceland. This is fortunately not the case with this business, and folks living downtown should also be pleased to know that Chinese massage is on offer at a central location in Reykjavík.