Advertising, Fees, and Public Statements
This domain tests whether you can spot a claim that is misleading, comparative, unverifiable, or that creates unjustified expectations - and whether you can handle money without creating a conflict.
Advertising and holding out
"Psychologist" and "Psychological Associate" are protected titles; non-members may not use them or imply they are members. Advertising must be accurate, verifiable and not misleading. Comparative claims ("the best," "the only clinic in Ontario"), guaranteed outcomes, and unverifiable success rates are prohibited. A doctoral holder may use "Dr." if it is accurate, but must not let it imply a medical qualification. Testimonials are risky because they cannot be verified; the College's standards caution against them. The same rules apply to websites, social media profiles, directory listings, blog posts and media interviews - including the duty to correct public statements you later learn are wrong.
Fees
Set fees that are fair and reasonable, disclose them before service begins, and itemise charges. Do not bill for services not rendered, do not charge for time you did not spend, and disclose any charge for missed appointments in advance. Referral fees, rebates to referral sources, and fee-splitting that rewards referrals are prohibited. Third-party billing (insurers, WSIB, auto insurers) must reflect services actually delivered. Reduced-fee or pro bono arrangements are permissible if deliberate, consistent and documented - not a covert discount that distorts the therapeutic frame.
Public statements
When speaking publicly, distinguish professional opinion from fact, avoid using client information without consent, and do not let a media role compromise a client's privacy or the therapeutic relationship.
Worked example
A clinic website states: "The only clinic in Ontario with a 95% success rate for anxiety." The claim is comparative, unverifiable, and creates unjustified expectations. It must be removed; the clinic may instead describe services, training and approach accurately.
Traps that cost marks
- Thinking advertising rules apply only to paid advertising.
- Believing "Dr." is prohibited for doctoral psychologists; it is permitted when accurate and not misleading.
- Assuming lower fees are always acceptable regardless of how they are structured.
- Overlooking social media bios as advertising.