AHPRA Advertising Guidelines for Psychologists

As a psychologist, you cannot use client testimonials or promise outcomes in your ads. Those are the AHPRA rules. Psychology is hit hardest, because almost any client comment is about their care. You can share your qualifications, your approach and what a session is like. You cannot promise to fix anxiety or reshare a client's words. You also cannot use the clinical psychologist title unless you hold that endorsement.

Why is the testimonial ban such a problem for psychologists?

No health practitioner can use testimonials about clinical care. For most clinics, that means taking down a few patient quotes. For you, the job is bigger. Almost anything a client says about you is about their care. "I finally feel like myself again" counts as a comment on care. So does "she changed my life".

New to the rules? Start with my main guide on what your clinic can and cannot say under AHPRA. AHPRA is the body that runs the health ad rules. It explains the testimonial rule on the AHPRA advertising hub. The Psychology Board of Australia sets the standards for your profession.

Here is the good news. You do not need client stories to win trust. There is a better way, and it sits fully inside the rules.

What can a psychology practice not say?

• Client testimonials about care. This means quotes, feedback in your own words, reshared client posts and case stories that could identify someone.
• Outcome claims. Think "Overcome anxiety", "beat depression", or "fix your relationship". You can describe what you offer. You cannot promise the result.
• Timelines. "Feel better in just a few sessions" makes a promise you cannot keep for everyone.
• The clinical title without endorsement. You can only say "Clinical psychologist" if you hold that endorsement.
• Superlatives. Avoid words like "Leading", "best", or "top" psychologist.
• Putting down other care. "Therapy that works where medication failed" talks down other treatment, and the rules ban that.

What can a psychologist say instead?

The rules limit what you claim. They do not stop you talking to people. You can still build a warm site that people trust.

• Your approach and the therapies you use, in plain words.
• Your qualifications, registration, and areas of practice, stated as facts.
• What a first session involves, so a nervous client knows what to expect.
• Practical details, like fees, an honest note on rebates, where you are and how to book.
• General, accurate information about a condition, with no promise of a result.

Say this, not that: five psychology rewrites

Here are 5 common lines that break the rules. Each one comes with a safe version you can use. Every "say this" line meets the full standard.

1. The client quote

Not this: "I finally feel like myself again. I can't recommend her enough."

Say this: "Here is our approach and what to expect at your first session." It builds trust without using a client's words.

2. The outcome claim

Not this: "We help you overcome anxiety for good."

Say this: "We provide assessment and psychological therapy for anxiety." It tells people what you do. It does not promise a result.

3. The timeline

Not this: "Feel better in just a few sessions."

Say this: "We talk through your goals and what therapy may involve at your first appointment." It makes no promise about how long things take.

4. The title

Not this: "Perth's leading clinical psychologist."

Say this: "A Perth psychology practice." Only use clinical psychologist if you hold that endorsement. Drop the word leading too.

5. The comparison

Not this: "Therapy that works where medication failed."

Say this: "We work alongside your GP and other providers as part of your care." It shows you as part of the care team. You are not claiming to be better than it.

How do you build trust without testimonials?

Most practices worry about the wrong thing here. You do not need a client quote to look good. You need to show you know your work, and the rules allow that.

Show your qualifications and registration clearly. Explain your approach and the therapies you use. That way a client can see if you suit them. Walk through a first session step by step. This eases the biggest worry new clients have. List your areas of practice and the groups you belong to. Put together, that is a page people trust, and none of it breaks the rules.

The same thinking applies to testimonials in general. A review on your own site is the one that catches most people. My guide on patient testimonials and AHPRA explains why. AHPRA also has a testimonial tool you can use to test a specific case.

You can check your own site this week. Open every page and every social profile. Ask yourself these questions. Does it use a client's words? Does it promise a result? Does it use a title that needs an endorsement? If the answer is yes, that page needs a rewrite.

This is general guidance for practice owners and marketers. It is not legal advice. AHPRA and the Psychology Board update their guidance from time to time. Check the latest versions, and get formal advice for your most important pages.