Preamble: I wrote this as a follow up to my post on Tips on Selecting a Psychotherapist. Lately, I have been concerned about some of the billboards and web advertisements that I have come across, which are inappropriate within the context of healthcare marketing. The reason being they are advertising practices in a way that is grandiose, unprofessional and very misleading to prospective clients. This can lead to harm for so many reasons, including eroding the trust the public has in the profession. Retail and other services can advertise like this, and the ethics here can be debated; however in any health care profession this is wrong and a major red flag. I hope this can help guide practices to engage in more ethical advertising, thus mitigating the damage to clients and the profession. Further, assist prospective clients find the help they deserve by staying away from practices that engage in unethical advertising and potentially other unethical behaviours.
For prospective clients: If you’re seeking psychotherapy, it’s important to be discerning about how therapists present themselves. Be cautious of practices that describe themselves as “award-winning,” “top-rated,” or “#1 in the city,” especially when such claims are vague or unsupported by objective evidence. In psychotherapy, there are no universal ranking systems or standardized awards that reliably measure clinical competence. Instead, ask around for referrals, focus on the therapist’s education, licensure, areas of specialization (related to your issue(s)), years of experience, and ongoing professional development. Look for transparent information about their approach and values, and don’t be afraid to ask questions during an initial consultation. Effective therapy is grounded not in marketing slogans, but in trust, professional training, and the quality of the therapeutic relationship. Ethical therapists won’t guarantee outcomes or use exaggerated claims, they’ll focus on understanding your needs and working with you collaboratively, with honesty and respect.
Introduction
Phrases like “award-winning therapist” or “top rated psychotherapy clinic” may sound like great marketing tactic when selling services, but in the field of psychotherapy they raise serious ethical concerns and are likely a major red flag to guide someone to look elsewhere for their healthcare. Mental health professionals are held to high standards of honesty and integrity, including how they present themselves to the public. What might seem like harmless self-promotion can actually conflict with professional ethical codes and guidelines. In therapy, client trust is paramount, and advertising that overhypes a practice with unverified claims or boasts can and should undermine that trust. This post explores why terms such as “award-winning” or “top-rated” are problematic in psychotherapy marketing and reviews what professional regulatory bodies and ethical standards say about truthful advertising, misleading claims, and the use of testimonials.
Professional Standards for Truthful Advertising in Psychotherapy
Professional regulatory bodies make it clear that therapists must advertise their services truthfully and accurately. For example, the College of Registered Psychotherapists of Ontario (CRPO) explicitly requires that “registrants ensure their advertising is truthful, accurate, factual, and verifiable.” (CRPO, 2024). Therapists shouldn’t exaggerate or make claims that can’t be backed up with evidence. In fact, CRPO’s Standard 6.2, Advertising prohibits a number of promotional tactics outright. Registrants are not allowed to solicit or use client testimonials in ads (CRPO, 2024), and they “do not… promise a result that cannot be delivered” in their advertising (CRPO, 2024). In short, a therapist can publicize their qualifications and services, but they must avoid any statement that could mislead or cannot be objectively verified (CRPO, 2024).
These principles aren’t unique to Ontario. The American Psychological Association (APA) Ethics Code similarly insists that psychologists avoid any false or deceptive statements in public communications. Standard 5.01 of the APA code states “that psychologists must not knowingly make false or misleading public claims about their professional work” (APA, 2024). This includes claims about their services, their qualifications, or “the scientific or clinical basis for, or results or degree of success of, their services” (APA, 2024). In other words, a psychologist should never advertise outcomes or expertise that they can’t substantiate. The American Counseling Association (ACA) Code of Ethics likewise mandates accurate advertising: counselors must ensure that any statements about their practice are not false, misleading, or fraudulent. The ACA Code even addresses the issue of testimonials, Standard C.3.b specifies that counselors “who use testimonials do not solicit them from current clients, former clients, or any other persons who may be vulnerable to undue influence” (ACA, 2014). This means a counselor shouldn’t ask a client (even a former one) to write a glowing review or give a endorsement, because the power imbalance could pressure the client and compromise the authenticity of the praise. Across the board, ethical codes from organizations like CRPO, APA, and ACA emphasize honesty, transparency, and the protection of clients from misleading information.
Misleading Grandiose Claims: “Best in the City” and Other Comparisons
Marketing language often relies on grandiose claims and comparisons, claims that one is the “best,” “leading,” or “#1” in their area. In health care and psychotherapy, however, these phrases are considered unethical advertising. Why? Because such claims are usually unprovable and inherently comparative, which can mislead the public. The CRPO explicitly warns against this: when advertising, registrants must “avoid misleading or subjective claims,” especially comparisons or statements implying superiority (CRPO, 2024). CRPO’s Standard 6.2.4 forbids using comparisons to others or unfounded claims in any promotional material (CRPO, 2024) For example, a therapist should not call themselves “the best psychotherapist in Toronto” or claim to have “the most effective treatment in the city”, the CRPO even lists those phrases as examples of inappropriate statements (CRPO, 2024). Such claims can’t be objectively verified and create unrealistic expectations. No matter how skilled a practitioner is, there is no fair or scientific way to crown anyone “#1 therapist,” so making that claim in an ad would be considered false or at least unverifiable and can put (a) client(s) at risk of harm.
“Award-winning” can be problematic for similar reasons. Unless the award is a bona fide, independently judged honor, calling a practice “award-winning” might just be self-congratulation or a result of a popularity contest. This is not possible in this field, as it can’t be measured. In many cases, these awards are essentially a form of marketing themselves (for example, a local “Best Psychotherapy Clinic” vote in a community magazine). CRPO advises caution here as well: even a genuine award could violate the advertising rules if touting it involves a comparison to others. If a clinic advertises that it was “Voted Best Counseling Practice in 2024,” that phrase includes a grandiose claim (“Best”) and implies a comparison that this practice outranked all others (CRPO, 2024) . From an ethics standpoint, that’s the same as saying “we’re the top clinic around,” which is not allowed. In the eyes of the College, these kinds of claims are not only unverifiable puffery, but they also risk disparaging other professionals implicitly. Therefore, prudent therapists avoid boasting about being “award-winning”.
The bottom line is that counselors and psychologists should let their qualifications and services speak for themselves. Ethical marketing focuses on providing useful information to help clients make informed choices, for example the schools attended, credentials attained, experience, supervision, specialties (with verifiable supervision, continuing education and other activities). If you cannot prove a claim definitively (for example, being “#1 rated” by a credible, unbiased source), it’s safer not to say it at all. In fact, many licensing boards would interpret such claims as misleading advertising, which could invite professional disciplinary action and legal action from clients that you have misled.
No Guarantees: Promising Outcomes Crosses the Line
Another red flag in therapy advertisements is any guarantee of outcomes. Understandably, people seeking help want hope, but ethical practitioners know they cannot promise a cure or specific results. Psychotherapy is a highly individual process, and outcomes will vary from person to person. As a result, professional guidelines prohibit therapists from making absolute promises about what their therapy will achieve. CRPO’s advertising standard clearly states that a registrant must not “promise a result that cannot be delivered” (CRPO, 2024). You should never see a reputable therapist advertise something like “Guaranteed full recovery from depression!” or “90% success rate curing anxiety.” Such claims would be deemed professionally irresponsible. The CRPO even gives examples of problematic statements, like a career counselor saying “you’ll get the job you always wanted”, a promise that sets up unrealistic expectations (CRPO, 2024). No therapist can ethically assure a client of a specific life outcome (like landing a dream job or getting a date), since so many factors are outside the therapist’s control.
Testimonials, Reviews, and “#1 Rated” Rankings
Closely related to the issue of “award-winning” claims is the question of client testimonials and online reviews. In many industries, positive testimonials or a five-star rating can be powerful marketing tools. In psychotherapy, however, using client endorsements is highly restricted, again, to protect clients and prevent misleading impressions. Most professional ethics codes bar therapists from soliciting testimonials from clients. The ACA Code of Ethics, as mentioned, prohibits counselors from asking for testimonials from any client (current or former) or anyone who might feel pressured to give a recommendation . The APA Ethics Code has a similar rule: psychologists “do not solicit testimonials from current therapy clients” or others who may be vulnerable (such as clients’ family members) (Jackson, 2021). The rationale is straightforward, clients are not equal partners in the therapist-client relationship, so asking them for public praise puts them in an awkward position. They might feel they can’t say no, which undermines their autonomy. It could also compromise their privacy if they feel pressured to reveal they are in therapy by providing a testimonial.
In practice, the safest route (and the one most codes promote) is for therapists to avoid using client endorsements altogether. But even then, it’s a grey area and usually not worth the ethical risk. The ethical principle to uphold is that therapy marketing should not put any client in a vulnerable position or misrepresent the therapist’s effectiveness.
Preserving Professionalism and Client Trust
Why do these advertising restrictions matter so much? Ultimately, it comes down to professionalism and the therapeutic relationship. Therapy is not a commercial transaction like buying a new phone; it’s a professional service built on trust, competence, and care. Clients are often in vulnerable states and need to trust that their therapist is honest and prioritizing their well-being, not just trying to land a sale. When a therapist’s website or brochure is full of grandiose claims (“Best in the country!”) or flashy medals and guarantees, it can start to feel more like a sales pitch than a healthcare service. This kind of marketing can undermine a client’s confidence that the therapist will be truthful and realistic with them. If a client comes in believing the “#1 therapist” hype and then finds the therapy experience is just human and imperfect, they may feel let down or even betrayed. As the CRPO notes in its guidelines, clients rely on registrants to provide accurate and verifiable information about their qualifications and services (CRPO, 2024). Honesty in advertising is seen as an extension of the honesty and transparency required in the therapy room.
Sticking to ethical advertising isn’t just about avoiding punishment from a licensing board; it’s also smart for building a good reputation. Being honest and modest in how you promote yourself tends to cultivate trust among potential clients. Clients often appreciate a tone that is professional and informative rather than one that sounds like an infomercial. In fact, ethical marketing can be a selling point itself. It signals to people that you value integrity.
Conclusion
In summary, using labels like “#1 rated” or “award-winning” in psychotherapy advertising is fraught with ethical issues. While it might be tempting to highlight honors (non-academic related) or use grandiose claims to stand out, such claims often conflict with the core values of honesty, accuracy, and humility that underpin professional therapy. Regulatory standards (from CRPO’s Standard 6.2 to the APA and ACA codes) explicitly prohibit false, unprovable, or self-laudatory statements in advertising (CRPO, 2024). Therapists must not guarantee outcomes they can’t control, nor misuse client feedback as promotional fodder (CRPO, 2024). The consistent message from ethical guidelines, professional leaders, and healthcare law is that mental health services should be marketed with integrity and transparency. This protects clients from being misled at a vulnerable time in their lives and reinforces the credibility of the psychotherapy profession as a whole.
For practitioners, the take-home lesson is to focus on fact-based advertising. It’s perfectly appropriate to advertise your credentials, licensure, specialized training, and the types of therapies or issues you work with, as all information that helps clients make informed decisions. You can describe your approach or philosophy of care, and you can certainly express enthusiasm for helping clients. What you must avoid are the grandiose claims: the “best of the best” claims, the iron-clad promises, and anything that can’t be backed up with objective evidence. By respecting these boundaries, you demonstrate ethical professionalism. Clients, in turn, are more likely to trust you when they sense you are being open and not overselling. In a field where trust and authenticity are the cornerstones of healing, aligning your marketing with ethical standards isn’t just about compliance, it’s about starting the client relationship on the right foot. As tough as the competition for clients can be, honesty and integrity remain the gold standards. Let your work speak for itself, and you’ll build a practice reputation that no self-given award can rival.
References
American Counseling Association. (2014). ACA Code of Ethics. Alexandria, VA: Author. Retrieved from https://www.counseling.org/Resources/aca-code-of-ethics.pdf
American Psychological Association. (2017). Ethical principles of psychologists and code of conduct (2002, Amended 2010 and 2016). Retrieved from https://www.apa.org/ethics/code/ (see Standard 5: Advertising and Other Public Statements)
College of Registered Psychotherapists of Ontario. (2024, September). Advertising: Testimonials, endorsements, and community voting awards. Retrieved from https://crpo.ca/resource-articles/advertising-testimonials-endorsements-and-community-voting-awards/
College of Registered Psychotherapists of Ontario. (2024). Professional Practice Standard 6.2: Advertising. Retrieved from https://crpo.ca/practice-standards/business-practices/advertising/
Jackson, C. D. (2021, September 3). Truth in advertising: Avoid these land mines when marketing your therapy practice [Blog post]. GoodTherapy. https://www.goodtherapy.org/blog/truth-in-advertising
Koziebrocki, L. (2024). Regulation of Advertising by the College of Physicians and Surgeons of Ontario. Koziebrocki Law. Retrieved from https://koziebrockilaw.com/regulation-of-advertising-by-the-college-of-physicians-and-surgeons-of-ontario/