Occupational therapy practice marketing in Ontario: Google reviews, testimonials and titles
The direct answer
Advertising by Ontario occupational therapists is governed by Part V of Ontario Regulation 226/96 and guidance from the College of Occupational Therapists of Ontario. Advertising may contain only factual and verifiable information that a reasonable person would consider relevant to choosing an occupational therapist. It must contain no testimonial, comparative or superlative statements and no reference to a specific brand of drug, device or equipment. Any fee reference must set out all included costs, the advertised name must match the College register, titles that indicate or imply specialization are barred, and contacting individuals to solicit business is prohibited. The College's position is that reviews managed by independent third parties, such as Google reviews, differ from testimonials and fall outside the therapist's advertising, but the therapist must ensure their advertising includes no reviews, points to none and solicits none.
Five conclusions
The argument, compressed.
- Advertising holds only factual, verifiable information relevant to choosing an occupational therapist.
- No testimonials, comparisons or superlatives; the College names state of the art as an example.
- Independent Google reviews are outside the OT's advertising, but may be neither embedded, linked nor requested.
- No specialist titles; the College has no specialist designations.
- Fee references show all included costs, and the advertised name matches the register.
Working framework · 4 decisions
The OT practice ad check
Four checks for a website, directory profile or social account. Read Part V of the regulation and the College's current guidance before publishing.
Decision 01 / 04
Reviews
Remove review widgets, links to review pages and any request for reviews. Leave independent reviews where clients posted them.
What the regulation says
Part V of Ontario Regulation 226/96 sets the advertising rules for occupational therapists. An advertisement may contain only factual and verifiable information that a reasonable person would consider relevant to choosing an occupational therapist. It must contain no testimonial, comparative or superlative statements, and no reference to a specific brand of drug, device or equipment.
A reference to fees must set out all included costs. The name in advertising must match the register, and a title that indicates or implies specialization is barred; the College's Standard for Use of Title confirms it has no specialist designations. Occupational therapists are barred from contacting individuals to solicit business.
The College's guidance gives state of the art and cutting edge as examples of superlatives to leave out.
Reviews versus testimonials
The College answers a question most health regulators leave open. Its position is that reviews differ from testimonials because they are managed by independent third parties, and so reviews fall outside an occupational therapist's advertising. A client who posts on Google has created no compliance problem for the therapist.
The next sentence matters as much: occupational therapists must ensure their advertising includes no reviews, points to none and solicits none. A review widget on the website, a see our reviews link, or a card asking clients to rate the practice each pull the review back into advertising.
The working rule
Reviews may exist. Your marketing may never show them, link to them or ask for them.
Building an OT practice brand
Occupational therapy is poorly understood by the public, which makes clarity the most valuable brand asset an OT practice can own. A practice that explains in plain words who it helps, such as children with handwriting difficulties, adults returning to work after injury or seniors staying in their homes, and what a first assessment involves, is doing the persuasion testimonials are barred from doing.
The brand rule rewards description over product names. Describe what an assessment or intervention achieves for the client, and leave equipment brands out.
Before you use it
Questions that can change the recommendation.
Can occupational therapists in Ontario use testimonials?
Ontario Regulation 226/96 bars testimonial, comparative and superlative statements in an occupational therapist's advertising.
Are Google reviews allowed for Ontario occupational therapists?
The College's position is that reviews managed by independent third parties fall outside the therapist's advertising. The therapist must ensure their own advertising includes no reviews, points to none and solicits none.
Can an occupational therapist call themselves a specialist in Ontario?
Titles that indicate or imply specialization are barred, and the College states it has no specialist designations. An area of practice can be described factually.
Research record
What this guide draws from.
Each source note describes what the reference supports. Platform guidance, research findings and Branding Tatva's practical suggestions have different scopes.
- O. Reg. 226/96: General, under the Occupational Therapy Act, 1991
Government of Ontario
Part V, advertising.
- Advertising with testimonials and Google reviews
College of Occupational Therapists of Ontario
- Advertising in occupational therapy practice
College of Occupational Therapists of Ontario
- Standard for Use of Title, 2023
College of Occupational Therapists of Ontario
