Advertising, Fee Setting, and Business Practices
Advertising
Advertising must be accurate, not misleading, and not deceptive. Candidates should know that psychologists may advertise professional services but must avoid creating false expectations, using testimonials inappropriately, or making comparative claims that cannot be substantiated. Public statements-including websites, social media, and directory listings-are governed by the same standards. Specialized credentials must be accurately described; using a protected title without licensure is both an ethics and a licensing violation.
Fees and Financial Arrangements
Establish fees, billing practices, and payment expectations at the outset and include them in informed consent. Avoid exploitation: do not accept fees for referrals (fee splitting), do not barter where it could exploit or impair objectivity, and do not condition services on unrelated purchases. When a client cannot pay, discuss alternatives rather than abandoning the client abruptly.
Business Practices
Maintain accurate billing records, avoid fraudulent claims, and ensure that business arrangements do not compromise clinical judgment. Understand that business decisions can create conflicts of interest and must be managed transparently.
Traps
- Assuming advertising rules apply only to print media-social media and online profiles count.
- Confusing fee splitting (paying for referrals) with legitimate shared overhead.
- Believing barter is always prohibited-it is discouraged where it risks exploitation or impaired objectivity.
- Overlooking that financial conflicts of interest must be disclosed and managed.
Rule of Thumb
Apply the reasonable-client test: Would a reasonable client feel misled, pressured, or exploited by this advertisement, fee, or arrangement? If yes, revise it and document your reasoning.
Worked Example
A psychologist's website lists "certified trauma specialist" though the credential is from an unaccredited body. She revises the listing to accurately describe the training, avoiding misleading advertising and potential title violations.