The 1960's brought a lot of social change in America, and when the courts finally allowed the publication of full frontal male nudity, it marked the end of a "golden" beefcake era for photographers like Bruce of L.A.. Although Bruce continued to travel and take pictures, his business dwindled and his health declined with advancing age.
In 1974, while on vacation in Canada (with his reported favorite model of the time Scotty Cunningham), Bruce collapsed and died.B and by then Bruce was in poor health. He died while on vacation in Canada in July 1974. It's reported that Scotty later recalled that Bruce was filming some of his models (such as himself) both in and out of their g-string posing pouches, so that when censorship laws changed Bruce would be able to release the nudes.