What US therapists can say in practice marketing: testimonials, reviews and case examples

Most US group practices employ more than one license type, so three codes usually apply at once. The American Psychological Association's Ethics Code, Standard 5.05, reads: psychologists "do not solicit testimonials from current therapy clients/patients or other persons who because of their particular circumstances are vulnerable to undue influence." The American Counseling Association's 2014 Code, C.3.b, says counselors who use testimonials "do not solicit them from current clients, former clients, or any other persons who may be vulnerable to undue influence," and adds that counselors discuss the implications with clients and obtain permission for any testimonial.

The National Association of Social Workers Code, Standard 4.07(b), bars soliciting testimonial endorsements from current clients or other vulnerable people, and it names a tactic many practices use without thinking: soliciting consent to reuse a client's earlier statement as a testimonial. A kind email a client sent last spring becomes a solicitation the moment the practice asks to publish it.

Read together, the codes target the request rather than the existence of praise. The ACA wording is the widest, because it covers former clients too. A practice that hires counselors should build its policy on that wording.

The codes speak of testimonials and leave online reviews undefined. A public review that praises a named clinician does the same job on the page as a testimonial, so the cautious policy treats a review request like a testimonial request. Automated review prompts sent after every session are the version most likely to reach current clients.

Claims carry their own rules. APA 5.01(b) bars false, deceptive or fraudulent statements about training, credentials, services, fees and "results or degree of success" of services. ACA C.3.a requires accurate credentials in advertising, and NASW 4.06(c) requires accurate representations of qualifications, services and results to be achieved. A homepage promise such as "feel better in six sessions" is the sentence these standards were written for.

Hiring an agency moves none of the responsibility. APA 5.02(a) says psychologists who engage others to create or place promotional statements retain professional responsibility for them, and 5.02(c) requires a paid advertisement to be identified or clearly recognizable as one. Federally, the FTC's 2024 rule on reviews and testimonials prohibits fake reviews, reviews bought on condition of a particular sentiment, and undisclosed insider reviews.

Client stories are the most persuasive content a therapy website can carry and the riskiest. APA 4.07 says psychologists do not disclose confidential, personally identifiable client information in writing or public media unless they disguise the person, have written consent, or have legal authorization. In a small town or a specialist niche, changing a name rarely disguises anyone; a composite story, clearly labelled as one, is the safer form.

With testimonials restricted, a group practice brand has to carry trust through things a prospective client can check: who the practice is built for, each clinician's license and training, how the first appointment works, fees and insurance, and wait times. That is a stronger position than a wall of five star quotes, because every line of it can be verified.

The professional association codes bind members, and some clinicians belong to none of the three associations. Your state licensing board's rules are the ones with licensing consequences, and they can be stricter than the codes. Read your board's advertising rules alongside this guide.