Psychology for sale: The ethics of advertising professional services

Policies regarding advertising of professional services by psychologists have become somewhat less restrictive over time; however, there remains a tradition within the discipline to avoid any semblance of competitive advertising practices. This paper presents an historic review of policies concerning self-advertising by psychologists in the United States and Canada. Although not currently prohibited by Canadian guidelines, three advertising practices are still generally regarded as failing to meet expectations of professional integrity: 1) claims of unique abilities; 2) claims of comparative desirability; and 3) appeals to a client's fear and anxiety. The position is taken that psychologists can stay within their ethical boundaries using these types of advertising practices while promoting the welfare of clients and maintaining the profession's ethical standards.