Therapist marketing · Updated 2026-10-19

What can therapists post on social media? An ethics checklist

Professional codes don't ban therapists from social media. They ask you to apply the same principles online that you already use in the room: confidentiality, informed consent, avoiding harm and clear boundaries. Here is a working checklist. It's general information, not legal advice. Your own licensing board or professional body has the final word.

Generally fine

• Psychoeducation: explaining concepts, skills and research in general terms.
• Your practice: services, fees, availability, location, your approach and qualifications, as long as they're accurate.
• Myth-busting and demystifying therapy.
• Awareness campaigns, with crisis signposting.
• Personal-but-professional content: your office, your values, why you do this work.

Handle with care

• "Client stories." Even de-identified composites can be recognised by the client. The safest rule is no client material at all, including "a client said something today…".
• Advice that sounds like treatment. "Here's a technique that helps many people" is education. "If you have X, do Y" starts to look like individual advice. Add a short line saying the post is educational and not a substitute for therapy.
• Diagnosing from afar. Avoid labelling public figures or commenters, and avoid "your partner is a narcissist" style posts.
• Personal disclosure. Ask yourself whether you'd be comfortable with a current client seeing it.

A quick summary of this guide; your own professional body's code is what counts.

Usually off-limits

• Soliciting testimonials from current clients. The APA Ethics Code (5.05) says psychologists don't solicit testimonials from current therapy clients, or from others who are vulnerable to undue influence. Many US state boards apply similar rules to counsellors and social workers. In the UK, check the BACP Ethical Framework and the CAP advertising code.
• Following, friending or DMing clients from your professional account. Set this out in a written social media policy that you share at intake.
• Doing therapy in comments or DMs. Reply with general information and signpost to booking or crisis services.
• Misleading claims, such as "cure anxiety in 6 sessions" or credentials you don't hold.

A 6-question pre-post check

1. Could any client recognise themselves or someone else in this?
2. Is this education, or individual advice?
3. Is every claim about my qualifications and results accurate?
4. Would I be comfortable if a current client, my supervisor or my board saw it?
5. If it touches on distress, does it point to crisis resources?
6. Does it fit my written social media policy?

Put these in place once

• A social media policy in your intake paperwork covering following, DMs, reviews and emergencies.
• A pinned crisis post or highlight: 988 Suicide & Crisis Lifeline (US), Samaritans 116 123 (UK), or your local emergency number.
• A bio disclaimer: "Educational content only, not therapy. Not monitored for emergencies."
• Separate accounts for personal and professional use, with the personal one locked down.

Good sources to read

1. APA Ethical Principles of Psychologists and Code of Conduct, Standard 5 (Advertising and Other Public Statements): apa.org/ethics/code
2. ACA Code of Ethics (2014), Section H (Distance Counseling, Technology and Social Media): counseling.org
3. BACP Ethical Framework for the Counselling Professions: bacp.co.uk

Need ideas that already pass this checklist? See 40 Instagram post ideas for therapists, or our guide to ethical therapist Reels for short video.

Want to see finished posts and captions before you buy anything? Peek at the free Calm Practice sample (3 posts + 5 captions, no email).