The rule: don't ask current clients
Every major US code draws the line at asking, not at having. Who you may not ask depends on your license.
| Code | Who you may not ask for a testimonial | Section |
|---|---|---|
| APA (psychologists) | Current therapy clients, and others vulnerable to undue influence | 5.05 |
| ACA (counselors) | Current clients, former clients, and others who may be vulnerable to undue influence | C.3.b |
| NASW (social workers) | Current clients, and others vulnerable to undue influence. Asking consent to reuse something a client already said counts too | 4.07(b) |
| AAMFT (marriage and family therapists) | Current clients, and others vulnerable to undue influence | 9.2 |
| CRPO (Ontario psychotherapists) | Anyone. Testimonials can't be requested or used in advertising at all | 6.2.2 |
"Psychologists do not solicit testimonials from current therapy clients/patients or other persons who because of their particular circumstances are vulnerable to undue influence." (APA Ethics Code, Standard 5.05)
"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 Code of Ethics, C.3.b)
Two things to check before you rely on this table:
- Which code binds you. These codes apply to association members. Your state licensing board's rules may add to them.
- Code versions. AAMFT's revised code took effect January 1, 2026 (AAMFT). ACA is revising its 2014 code and says the final version will be published in fall 2026 (ACA). Until it is, the 2014 text above applies.
Can a therapist ask clients for Google reviews?
The US codes don't say. None of the APA, ACA or AAMFT texts mentions online reviews; they speak of "testimonials" and "soliciting." A request for a public review of your services can fit those words, so apply the same lines: not current clients under any of the four codes, and not former clients under ACA.
Ontario is explicit. CRPO defines a review as "a type of testimonial," including star ratings (CRPO 6.2). Its guidance says clients may review you on third-party sites as long as you don't ask them to and don't influence which reviews appear. Linking your advertising to a review site "could be considered inappropriately using a testimonial" (CRPO Practice Matters).
Reviews clients leave on their own are not something any of these codes asks you to stop. The general review rules, including the FTC's fake-review rule, are in asking for reviews.
Using testimonials you already have
If your code allows the testimonial, the codes still put conditions on using it:
- Get permission. ACA: counselors "discuss with clients the implications of and obtain permission for the use of any testimonial" (ACA C.3.b).
- Asking to reuse is asking. NASW counts "solicitation of consent to use a client's prior statement as a testimonial endorsement" as solicitation (NASW 4.07(b)). A thank-you email from a current client can't become a website quote by asking.
- You own what others post for you. APA psychologists "retain professional responsibility" for promotional statements they engage others to create or place (APA 5.02). That covers a marketer or web designer adding quotes to your site.
- Keep it true. AAMFT requires advertisements "in any and all media" to be "true, accurate, and comply with applicable law" (AAMFT 9.2).
Replying to a review, good or bad, raises confidentiality questions of its own. See responding to patient reviews under HIPAA.
Ontario: no testimonials at all
For Registered Psychotherapists in Ontario, CRPO's standard is a flat rule: "Registrants do not request or solicit testimonials or use them in their advertising" (CRPO 6.2.2). Its guidance adds:
- Using a client testimonial in advertising is professional misconduct.
- Publishing endorsements on directory profiles is inappropriate.
- Don't ask clients to vote for you in a "best of" contest. An award could itself be seen as a testimonial.
CRPO's standard also bars superlatives such as "best psychotherapist" and appeals to fear (CRPO 6.2.4). Other provinces' colleges set their own rules. This page covers Ontario only.
Example
A counselor wants client quotes on her new site
She is an ACA member. Current and former clients are both off limits for requests. She can describe her approach, training and fees instead, and leave unprompted reviews where clients post them.
A psychologist's practice manager emails every client a review link
That is soliciting from current clients, the group APA 5.05 names. The fix is to stop sending the link.
An Ontario psychotherapist adds a "5 stars on Google" badge to her ads
CRPO counts star ratings as testimonials and linking ads to a review site as using them. The badge comes off.
Different for you?
- Deciding whether a directory profile is worth it: Psychology Today profile and Zocdoc for therapists.
- A client posted a bad review and you want to reply: responding to patient reviews.
- Your site has no testimonials and still needs to convince people to book: Website Agent.