It seems to me that Viva have got the shits in the wake of the Backpage CEO being arrested in the US and have decided to go down the route of "plausible deniability".
This is the same way Friday-Ad worked in the 90s (and probably still does!) - as long as the company can say "Hey, as far as we're concerned, a massage is just a massage and an escort just spends time with you for cash" they're happy.
It probably means we're going to go back to the vague euphemisms of the 20th century:
"Firm massage" means I offer domination
"Soft massage" means I offer submission
"Experienced" means mature
"New" means young
and let's not forget "French and Greek lessons available"
Bloody hell, let's hope Viva provide a TARDIS