AHPRA advertising rules for psychologists, in plain English

'Psychologist' is a protected title — only registered psychologists can use it. 'Clinical psychologist' requires the clinical area-of-practice endorsement; using it without one is a title breach, not a style choice. The same applies to other endorsement titles (forensic, health, organisational).

Unregulated words like 'therapist' or 'counsellor' aren't protected, but implying registration or endorsements you don't hold is still misleading advertising. And since psychology has no specialist registration, avoid 'specialist' — 'anxiety specialist' is risky wording. See title rules.

'Overcome anxiety in six sessions.' 'Get your life back, guaranteed.' Therapy outcomes vary too much for these to be anything but an unreasonable expectation of benefit. Describe your approach and what treatment involves, hedge honestly ('many people find…'), and let evidence-based modality descriptions do the credibility work.

The testimonial prohibition applies with extra force here: client statements about their treatment or recovery can't be used in your advertising, and even de-identified 'success stories' used promotionally sit close to both the testimonial rule and confidentiality obligations. Experience feedback — 'easy to book, felt welcome' — is the safer form of social proof. Full guide: testimonials.

Urgency and scarcity tactics ('only 2 spots left for people ready to heal') read very differently when the audience is in distress — and push into the unnecessary-use rule. Discounted-session offers need clear terms. Medicare and rebate claims must be precisely accurate: say what the rebate is and who is eligible, not 'free therapy with a Mental Health Care Plan' unless the gap is genuinely zero.