Usually, no. The APA, ACA and NASW ethics codes all bar soliciting testimonials from current clients and others vulnerable to undue influence, and the ACA code adds former clients. Many state boards add their own rules, and replying to reviews carries privacy risk. Build trust another way, and ask your licensing board before you ask any client.
We are not lawyers or ethics experts. The codes below are linked so you can read the exact words, and your licensing board has the final say for your license.
What do the ethics codes say about testimonials?
Each major code has a rule against asking clients for testimonials. The wording differs, so read the one that governs your license.
| Code | The rule, in plain words | Who it covers |
|---|---|---|
| APA Ethics Code, Standard 5.05 | Psychologists do not solicit testimonials from current therapy clients, or from others who are vulnerable to undue influence | Current clients, plus vulnerable people |
| ACA Code of Ethics (2014), C.3.b | Counselors who use testimonials do not solicit them from current clients, former clients or others who may be vulnerable to undue influence, and they discuss the implications and get permission before using any testimonial | Current and former clients, plus vulnerable people |
| NASW Code of Ethics, 4.07(b) | Social workers should not solicit testimonial endorsements, including asking to reuse a client's earlier statement, from current clients or others vulnerable to undue influence | Current clients, plus vulnerable people |
Marriage and family therapists follow the AAMFT code, which members can read on the AAMFT site, and every state board can add its own rules. In Texas, the Behavioral Health Executive Council oversees the boards for marriage and family therapists, professional counselors, psychologists and social workers.
Does a Google review count as a testimonial?
The codes speak about testimonials, and a public review that praises your work does the same job as one. That is why ethics guidance for therapists often treats asking for a Google review like asking for a testimonial. The reason behind the rule applies either way: a client may find it hard to say no to their therapist, and may feel their care depends on it.
This is a question for your licensing board, not for a marketing agency, us included. If you are unsure, ask the board in writing and keep the answer.
Why is replying to a review risky?
Because even a polite reply can confirm that someone is your client, and the details in a reply can disclose health information. HHS settled with Manasa Health Center, a New Jersey psychiatric practice, after it disclosed the protected health information of four patients in responses to their negative Google reviews. The practice paid $30,000 and agreed to a corrective action plan.
A safe reply says nothing about the person or their care. An example, for a made-up practice:
Thank you for taking the time to share feedback. Our privacy rules keep us from discussing anyone's care here. If you would like to talk, please call our office.
You do not have to reply to every review. When a review is unfair, a short general reply like the one above, or no reply at all, is usually the safer choice.
Can colleagues or referral partners review your practice?
Not as a stand-in for clients. Google's review policy bars content based on a conflict of interest, bars incentives such as discounts in exchange for reviews, and expects reviews to represent a genuine experience. A colleague who never used your services is not a customer, so their review does not belong on your profile.
What can a therapist do instead of asking for reviews?
Make it easy for people to trust you before they ever read a review. Most of what helps is in your control.
- A complete Google Business Profile: the right category, accurate hours, your office photos and a plain description. See the Google Business Profile checklist.
- A clear website: who you help, your approach, fees and one calm way to book. See what a therapist website should include.
- A real photo and a short bio in your own voice.
- Directory profiles that match your website, word for word on name, phone and area.
- Referral relationships with physicians, schools and other clinicians.
- Helpful writing that answers the questions people ask before a first session.
If a client chooses to leave a review on their own, that is their choice. Do not thank them publicly by name, and do not confirm they are a client.
Custom vs rented vs doing it yourself
| Review or marketing software | Built and run with Elevate | Doing it yourself | |
|---|---|---|---|
| Review requests | Often built in, and risky for therapists | Turned off for clients; profile and site do the work | You decide, with your board's answer |
| Replies | Templates that may confirm a client | General replies that confirm nothing | Easy to get wrong when upset |
| Profile and website | Varies | Built out with fees, approach and booking | An afternoon, then upkeep |
| Cost | Monthly fee | Priced on a free call | Your time |
When should you ask your licensing board?
Before you do any of these: ask a current or former client for a review, use any client words on your site or in ads, reply to a review in any detail, or start a review program a vendor suggests. Ask in writing, name the exact situation, and keep the answer with your records.
Where to go from here
Book a free call. In 15 to 30 minutes we look at your profile and your website, with your ethics rules in front. Elevate, a Houston AI, software and marketing studio led by Justin Davis, prices every project on that call. See our Google Business Profile page and what we build for Houston therapists and counselors.