Can I Use Client Testimonials or Reviews as a Therapist in Canada?

Why Do Clients Look for Therapist Reviews?

If you’ve ever searched for a restaurant or service, you’ve likely checked reviews before making a decision. Therapy is no different. Many people looking for a therapist want some form of social proof—a review, a recommendation, or a personal story—to feel confident before booking.

Yet, if you search for "where can I find therapist reviews in Canada?", you'll notice that regulated therapists often have few or no public testimonials. That’s because using client testimonials or reviews for marketing is prohibited for registered therapists across Canada.

This raises a common and frustrating question: "Can therapists use client testimonials in Canada?" The short answer is no—but why? And why do Google and Facebook reviews exist if therapists aren’t allowed to use them?

This article breaks down the regulations on therapist testimonials, explains why they are restricted, and offers ethical alternatives to help you market your practice effectively while staying compliant.
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Why It’s Tempting to Use Testimonials and Reviews

Many therapists feel stuck when it comes to marketing their services. Unlike other professions—such as coaching or alternative wellness practitioners—therapists can’t rely on client reviews to build credibility.

Why do so many therapists want to use testimonials?

• Trust and credibility: New clients feel more comfortable when they see positive experiences from others.
• Unfair competition: Life coaches, unregulated counselors, and alternative practitioners can legally use testimonials, making therapists seem less approachable.
• Changing client behavior: More people rely on online reviews before booking any professional service.

However, despite these reasons, the rules in Canada are clear: therapists cannot use client testimonials or reviews.
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What Is Considered a Client Testimonial or Review?

A client testimonial or review is any statement from a current or former client about their experience in therapy. This includes:

• Written reviews (Google, Facebook, Yelp, or personal websites)
• Video testimonials
• Quotes from emails or messages (even if anonymized)
• Statements on social media or ads

Even if a client provides explicit consent, using their words as marketing material is still prohibited under Canadian regulations.
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What Are the Rules About Using Testimonials and Reviews?

Each regulatory body in Canada has strict guidelines on testimonials. Below are key quotes from major organizations governing therapists:

CRPO (College of Registered Psychotherapists of Ontario)

• “Registrants must not use testimonials from clients or former clients in advertising or marketing materials.” (Source)
• “Even testimonials posted independently by clients on social media or Google cannot be republished by a therapist.”
• “Encouraging or soliciting testimonials is also prohibited.”

OCSWSSW (Ontario College of Social Workers and Social Service Workers)

• “Testimonials may create unrealistic expectations and are therefore not permitted.” (Source)
• “They can compromise client confidentiality, even if consent is given.”

BCACC (BC Association of Clinical Counsellors)

• “Counsellors shall not use client testimonials for promotional purposes.” (Source)
• “Marketing must not include statements that could be misleading or unverifiable.”

CCPA (Canadian Counselling and Psychotherapy Association)

• “Counsellors must ensure that all advertising is accurate and does not include client endorsements.” (Source)

The key takeaway: No matter what province you practice in, testimonials are prohibited for regulated therapists.
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Why Are Testimonials and Reviews Disallowed?

Regulatory bodies prohibit therapist testimonials for several reasons:

• Protecting client confidentiality – Even if a client consents, there is an inherent power imbalance. They may feel pressure to provide a positive testimonial.
• Preventing misleading claims – Therapy outcomes vary widely, and testimonials can create unrealistic expectations.
• Avoiding coercion – Clients may not feel comfortable refusing a testimonial request.
• Regulatory ethics – The profession values trust, privacy, and objective professionalism.

Unlike businesses that rely on advertising claims, therapists must ensure their marketing does not exploit client experiences.
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Why Can Google and Facebook Reviews Exist, But I Can’t Use Them?

This is one of the most confusing aspects for therapists.

• Google and Facebook allow public reviews because they are third-party platforms that therapists do not control.
• Therapists cannot encourage, respond to, or promote reviews—even if they are positive.
• You are not allowed to repost or highlight Google or Facebook reviews on your website or social media.

If you receive a negative review, you cannot respond in a way that acknowledges the reviewer was a client due to confidentiality rules.
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Ethical Alternatives to Client Testimonials

Since testimonials aren’t allowed, here are ethical ways to build credibility:

1. Highlight Your Credentials

• Mention your years of experience and specialized training.
• List any certifications, designations, and affiliations (e.g., BCACC, CRPO, CCPA).

2. Share Your Approach and Values

• Explain your therapeutic philosophy and why you became a therapist.
• Describe what clients can expect from sessions (without making promises).

3. Use Video Marketing

• Create videos explaining your approach to therapy.
• Offer educational content about mental health topics to build trust.

4. Be Transparent About Your Professional Growth

• Share whether you attend supervision or personal therapy (without specifics).
• Highlight continuing education courses or workshops you’ve attended.

5. Provide Free Educational Content

• Write blog posts or create resources to demonstrate expertise.
• Offer insights into common mental health concerns without giving direct advice.

6. Engage in Community Initiatives

• If you do public speaking, workshops, or media features, highlight these.
• Demonstrating professional involvement builds trust with potential clients.

Final Thoughts: Can Therapists Use Testimonials in Canada?

No, therapists in Canada cannot use client testimonials or reviews due to strict ethical and regulatory guidelines. While this may seem restrictive, it ultimately protects client confidentiality and ensures professional integrity.

Instead of testimonials, therapists can build trust through education, transparency, and ethical marketing strategies.

Looking for ways to market your practice while staying compliant? Focus on your expertise, credentials, and personal approach—that’s what truly resonates with potential clients.

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