ITA with Anita!!! NEVER RUB HIS NOSE IN HIS URINE. This is a definite no, no.
Because it is done after the fact, he has NO idea why you are doing it. It definitely does not work and just makes him frightened of you. Has he been neutered?
There has to be something that has recently changed for him, either in his environment or medically. Since it’s only been in the last two weeks, it’s quite possible it is a UTI (urinary tract infection) and he needs to see his vet ASAP. It also could be stones in his bladder or kidneys. If he doesn’t have a UTI, then it is probably behavior and I suggest you contact a certified pet behaviorist and have them help you re-train him. I also agree with Anita’s suggestion of crate training AFTER a vet visit.
Please, please have him checked by his vet. You will feel very guilty if you have been punishing him for something he could not help.