AHPRA Advertising Guidelines for Psychologists: What You Can and Can't Say

The short version

Psychology is one of the most complained-about professions when it comes to advertising breaches in Australia. Not because psychologists are bad at compliance. Because the rules around how you describe your services, qualifications, and areas of practice are uniquely strict. One wrong word on your website and you could be facing a formal complaint.

AHPRA's advertising guidelines apply to every registered psychologist. You cannot use testimonials. You cannot claim to cure mental illness. You cannot call yourself a "clinical psychologist" unless you hold that specific endorsement. The penalties reach $30,000 per breach for individuals and $60,000 for bodies corporate. This guide covers the specific advertising rules psychologists need to follow, with practical examples for websites, social media, telehealth, and the title traps that catch practitioners out.

What does the National Law actually say about advertising?

Section 133 of the Health Practitioner Regulation National Law sets the baseline for all health service advertising in Australia. The definition of "advertising" is deliberately broad. It covers any public communication intended to promote a regulated health service. That means your website, social media, Google Business Profile, directory listings, podcast appearances, conference bios, email signatures, and even the wording on your Psychology Today profile.

The law prohibits advertising that:

• Is false, misleading, or deceptive
• Offers a gift, discount, or inducement to attract patients (unless terms and conditions are clearly stated)
• Uses testimonials or purported testimonials
• Creates unreasonable expectations about results
• Encourages indiscriminate or unnecessary use of a health service

These rules apply to you as a registered practitioner. They also apply to anyone who advertises on your behalf. That includes your practice manager, your web developer, the virtual assistant managing your Instagram, and the reception staff who update your Google Business Profile. If someone posts a testimonial on your behalf and you do not take reasonable steps to remove it, you are responsible.

For the full picture of how these rules work across all health professions, see our complete guide to AHPRA advertising guidelines in Australia.

What advertising restrictions are specific to psychologists?

Psychology sits under the Psychology Board of Australia (PsyBA), which works alongside AHPRA to regulate the profession. The PsyBA Code of Ethics and the Board's guidelines on advertising add profession-specific layers on top of the National Law.

You cannot claim to cure or guarantee outcomes for mental health conditions. Statements like "Overcome your anxiety with our proven program" or "We cure depression" are prohibited. Mental health treatment outcomes vary between individuals. Your advertising must reflect that reality.

You cannot use clinical language that implies guaranteed results. "Evidence-based" is fine if it accurately describes the therapies you use. "Proven to work" is not fine because it implies guaranteed outcomes for the individual reading your ad.

You cannot describe areas of practice as specialisations unless endorsed. This is the most common trap for psychologists. More on this in the titles section below.

You cannot use testimonials. Full stop. Unlike some industries where testimonials live in a grey zone, the National Law explicitly prohibits them in health service advertising. This includes Google Reviews that describe clinical outcomes, video testimonials on your website, quotes from patients on social media, and screenshots of positive text messages. If a client leaves a Google Review mentioning their treatment outcomes, you should respond professionally and request its removal. Ignoring it is not enough. AHPRA expects you to take "reasonable steps" to have testimonials removed.

You cannot advertise psychological services using fear-based messaging. Content that amplifies distress to drive bookings (for example, "Untreated anxiety leads to serious health problems. Book now before it gets worse.") crosses the line. Providing factual psychoeducation about mental health conditions is fine. Using that information to create urgency or fear is not.

Compliant vs non-compliant advertising examples

| Compliant | Non-compliant | |---|---| | "I work with adults experiencing anxiety and depression" | "I specialise in curing anxiety disorders" | | "Cognitive behavioural therapy (CBT) has a strong evidence base for treating anxiety" | "CBT is proven to eliminate your anxiety" | | "I have experience working with trauma presentations" | "Trauma specialist" (without endorsement) | | "Appointments available this week" | "Don't wait until your mental health crisis gets worse. Book now." | | "Registered psychologist with 10 years' experience" | "Sydney's leading psychologist" |

How do social media rules apply to psychologists?

Social media is where most advertising complaints against psychologists originate. The informal nature of platforms like Instagram, TikTok, and LinkedIn makes it easy to slip into non-compliant language. But AHPRA does not distinguish between a carefully produced website and a casual Instagram Story. The same rules apply everywhere.

Educational content is fine. Promotional content must comply. You can post psychoeducational content about mental health conditions, therapy approaches, and general wellbeing tips. But the moment your content promotes your services or encourages people to book with you, it becomes advertising under the National Law.

Reposting client praise is a testimonial. If a client tags you in a post saying "Best psychologist ever, changed my life," you cannot repost that. Liking it is risky. Sharing it is a clear breach.

Influencer-style content is high risk. Some psychologists build large social media followings with content that blurs the line between education and self-promotion. If your content consistently positions you as the solution to mental health problems, AHPRA may view it as advertising that creates unreasonable expectations.

Comment sections need monitoring. If followers leave comments that function as testimonials ("You helped me so much!"), you should remove them or respond in a way that does not endorse the testimonial. Leaving them up without action could be seen as using a testimonial by omission.

Hashtags count. Using hashtags like #anxietyrelief, #depressioncure, or #mentalhealth fix in promotional posts can be interpreted as outcome claims. Stick to neutral, descriptive hashtags.

Social media compliance checklist for psychologists

• Review all posts before publishing for outcome claims, testimonials, and superlative language
• Monitor and moderate comments that contain clinical outcome statements
• Do not repost, like, or share client testimonials
• Use disclaimers where appropriate (for example, "This is general information, not individual psychological advice")
• Check that your bio and profile accurately reflect your registration status and endorsed title
• Do not use before-and-after framing for mental health outcomes

What does a compliant psychology website look like?

Your website is the most scrutinised piece of advertising you produce. AHPRA actively monitors health practitioner websites, and complaints from competitors or the public often start with something found on a website. Here are the key areas to get right.

Titles and qualifications. Only use titles you are legally entitled to use. Display your registration number or link to the AHPRA register. List qualifications accurately and in full. Do not abbreviate in ways that could mislead (for example, listing "Dr" without clarifying it is a PhD, not a medical degree).

Areas of practice vs specialisations. You can list areas of practice (the presentations and populations you work with). You cannot describe them as specialisations unless you hold a Board-approved area of practice endorsement. Use phrases like "areas of practice," "areas of interest," or "I commonly work with" rather than "I specialise in."

Service descriptions. Describe your therapeutic approaches factually. Name the modalities you are trained in. Explain what clients can expect from a session. Do not promise outcomes or use language that implies guaranteed results.

Fees and rebates. If you mention Medicare rebates, be accurate about eligibility requirements. Not all clients qualify for a Mental Health Care Plan. Do not imply everyone gets a rebate. If you list fees, include all relevant details (session length, gap payments, cancellation policies).

Third-party content. If your website pulls in Google Reviews or links to external review platforms, you are responsible for ensuring those reviews do not contain testimonials. Many psychology practices use review widgets that automatically display Google Reviews. If those reviews contain outcome statements, they function as testimonials on your website.

Website compliance checklist

| Element | Requirement | |---|---| | Practitioner name | Must match AHPRA register exactly | | Title | Only "psychologist" unless endorsed for a specific title | | Qualifications | Listed accurately, not inflated | | Registration number | Displayed or linked to AHPRA register | | Areas of practice | Described as areas of practice or interest, not specialisations | | Service descriptions | Factual, no outcome guarantees | | Testimonials | None. Remove or disable review widgets showing outcome statements | | Fees | Accurate, including Medicare eligibility caveats | | Images | Professional, not misleading (no stock photos implying endorsements) |

Not sure if your website is compliant? Our website compliance audit checks your site against AHPRA, TGA, ACCC, and Privacy Act requirements.

When can you call yourself a "clinical psychologist"?

This is one of the most common advertising breaches for psychologists and one of the easiest to avoid.

In Australia, "psychologist" is a protected title under the National Law. Only people registered with AHPRA through the Psychology Board of Australia can use it. But within psychology, there are further distinctions that carry legal weight.

General registration entitles you to use the title "psychologist." That is it. You cannot add qualifiers like "clinical psychologist," "forensic psychologist," "counselling psychologist," "health psychologist," "educational and developmental psychologist," "neuropsychologist," "organisational psychologist," "sport and exercise psychologist," or "community psychologist" unless you hold the relevant area of practice endorsement from the Board.

Area of practice endorsements are granted by the PsyBA after you complete an approved postgraduate qualification and supervised practice in that area. Only then can you use the endorsed title.

The consequences of getting this wrong are serious. Using a title you are not endorsed to use is an offence under the National Law. It is not a grey area. It is not a matter of interpretation. If your registration says "psychologist" and your website says "clinical psychologist," you are in breach. Penalties apply to individuals and to anyone who directs or allows the misuse (including practice owners).

| Your registration status | Titles you can use | |---|---| | General registration | Psychologist, registered psychologist | | Clinical psychology endorsement | Clinical psychologist | | Forensic psychology endorsement | Forensic psychologist | | Counselling psychology endorsement | Counselling psychologist | | No registration | None. "Psychologist" is a protected title |

What about "therapist" or "counsellor"? These are not protected titles in most Australian states and territories. A registered psychologist can use them, but doing so may actually undermine your professional standing and confuse potential clients about your qualifications. If you are registered, use your registered title.

What are the rules for advertising telehealth psychology services?

Telehealth psychology has grown significantly since 2020, and the advertising rules have not kept pace in terms of specific guidance. But the general principles still apply.

You must comply with the rules of every jurisdiction where your clients are located. If you are registered in New South Wales but provide telehealth to a client in Queensland, you must comply with the advertising rules in both states. In practice, the National Law applies uniformly, but state-based consumer protection laws can add additional requirements.

Do not imply telehealth is equivalent to in-person therapy for all presentations. Some conditions and some clients are better served by face-to-face sessions. Advertising that suggests telehealth is suitable for everyone may create unreasonable expectations.

Platform-specific claims need care. Advertising that your telehealth service uses a "secure, HIPAA-compliant platform" is problematic because HIPAA is a US standard, not an Australian one. Reference Australian privacy requirements instead. Mention that your platform complies with the Privacy Act 1988 and the Australian Privacy Principles.

Interstate advertising reach. If your Google Ads target multiple states, ensure your registration covers practice in those jurisdictions. Advertising services you are not registered to provide is a separate breach on top of any advertising violations.

For a detailed breakdown of telehealth compliance obligations, see our telehealth compliance guide.

What triggers advertising complaints against psychologists?

Understanding what prompts complaints helps you avoid them. Most complaints come from three sources: AHPRA's own monitoring program, other psychologists, and members of the public (often current or former clients).

Title misuse is the number one trigger. Using "clinical psychologist" without endorsement, listing specialisations you are not endorsed for, or using "Dr" ambiguously generates more complaints than any other issue.

Testimonials on Google and social media. Many psychologists do not realise they are responsible for third-party reviews. A five-star Google Review that says "She cured my anxiety" is a testimonial under the National Law, and you are expected to request its removal.

Outcome claims in blog posts and social media. Writing a blog post titled "How I help my clients overcome depression" implies you can guarantee that outcome. "How CBT approaches depression" is educational. The framing matters.

Competitor complaints. Psychology is a competitive field, particularly in metropolitan areas. Practitioners do report each other for advertising breaches. If your competitor's website says "registered psychologist" and yours says "specialist clinical psychologist" without endorsement, expect that to be noticed.

Misleading fee advertising. Advertising "Bulk-billed psychology sessions" when only some clients qualify under specific Medicare items, or failing to disclose gap fees, generates complaints from both the public and AHPRA.

Common complaints and their outcomes

| Complaint type | Likely outcome | |---|---| | Title misuse (e.g. "clinical psychologist" without endorsement) | Formal direction to remove, possible conditions on registration | | Testimonials on website or social media | Written direction to remove within specified timeframe | | Outcome guarantees ("cure your anxiety") | Formal caution, possible referral to Board | | Misleading fee information | Direction to correct, possible ACCC referral | | Using "specialist" without endorsement | Direction to remove, education about protected titles |

Compliance checklist for psychology practices

Use this checklist to audit your advertising across all channels. Go through it at least twice a year, and after any website update or new marketing campaign.

Titles and qualifications

• [ ] All practitioners listed with correct AHPRA-registered titles only
• [ ] No use of "clinical psychologist" without endorsement
• [ ] No use of "specialist" or "specialise" for areas of practice
• [ ] Registration numbers displayed or linked to AHPRA register
• [ ] Qualifications listed accurately (no inflated credentials)
• [ ] "Dr" title clearly qualified as PhD/doctorate where applicable

Website content

• [ ] No testimonials anywhere on site (including embedded Google Reviews)
• [ ] No outcome guarantees or cure claims
• [ ] Service descriptions are factual and balanced
• [ ] Medicare rebate information includes eligibility caveats
• [ ] Fees listed accurately with gap payment disclosure
• [ ] Areas of practice described as interests or areas of work, not specialisations

Social media

• [ ] Bio and profile reflect correct registered title
• [ ] No reposted client testimonials or praise
• [ ] Comments monitored for testimonial content
• [ ] Promotional content distinguished from educational content
• [ ] No fear-based or urgency-based messaging

Google and directories

• [ ] Google Business Profile uses correct registered title
• [ ] Directory listings (Psychology Today, HotDoc, etc.) use compliant language
• [ ] Google Reviews monitored for testimonial content
• [ ] Google Ads do not contain outcome claims or superlatives

Telehealth

• [ ] Telehealth advertising does not imply suitability for all presentations
• [ ] Privacy compliance references Australian standards, not HIPAA
• [ ] Registration covers all jurisdictions where you advertise services

Want a professional review of your advertising compliance? Talk to us about a website compliance audit or explore the AHCRA compliance platform for ongoing monitoring.

Frequently asked questions

Can I ask clients to leave Google Reviews?

You can ask clients to leave reviews about their experience with your practice (wait times, reception, facilities). You cannot ask them to comment on clinical outcomes. And if they do mention outcomes, you are expected to request the review be edited or removed. Google does not always remove reviews on request, but you need to demonstrate you took reasonable steps.

Can I list my areas of interest on my website?

Yes. You can describe the presentations and populations you work with. Use language like "areas of practice," "areas of interest," or "I commonly work with clients experiencing..." Do not use "specialise," "specialist," or "specialisation" unless you hold the relevant Board endorsement.

Do AHPRA advertising rules apply to my Psychology Today profile?

Yes. Any public-facing content that promotes your psychological services is advertising under the National Law. This includes directory listings on Psychology Today, HotDoc, HealthShare, and similar platforms. You are responsible for ensuring the content on these profiles complies, even if the platform's template encourages non-compliant wording.

What happens if I receive an advertising complaint?

AHPRA will notify you in writing and give you an opportunity to respond. For straightforward breaches (like a testimonial on your website), you will typically receive a direction to remove the content within a specified timeframe. For more serious or repeated breaches, AHPRA can impose conditions on your registration, issue a formal caution, or refer the matter to the Psychology Board for further action. Penalties under the National Law reach $30,000 for individuals and $60,000 for bodies corporate.

Can I use client case studies in presentations or on my website?

Case studies that are de-identified and do not function as testimonials can be used for educational purposes. The key test is whether the case study promotes your services or creates unreasonable expectations about outcomes. A case study in an academic presentation is different from a case study on your website's homepage positioned next to a "Book Now" button. Context matters. When in doubt, err on the side of caution and do not publish clinical case material in marketing contexts.

Take action on your advertising compliance

Most psychologists do not set out to breach advertising rules. The breaches happen because the rules are detailed, profession-specific, and applied to channels (like social media and Google Reviews) that feel informal. A quick review of your website, directory profiles, and social media against the checklist above will catch the majority of issues before AHPRA does.

If you want a thorough review, request a website compliance audit from AHCRA. We check your site against AHPRA advertising guidelines, TGA requirements, ACCC consumer law, and the Privacy Act. You can also explore our compliance courses for ongoing education, or get in touch to discuss your practice's specific needs.

Sources

• AHPRA Advertising Resources — AHPRA's advertising hub with guidelines, case studies, and self-assessment tools
• Psychology Board of Australia — Guidelines — PsyBA standards, codes, and guidelines for registered psychologists
• PsyBA Code of Ethics — The Board's code of ethics including professional conduct expectations
• Health Practitioner Regulation National Law — The National Law covering advertising obligations (see Part 7, Division 4)
• AHPRA Advertising Compliance and Enforcement Strategy — How AHPRA monitors, assesses, and acts on advertising complaints