Advertising rules for psychotherapists in Germany: professional code, HWG and your practice website

Advertising rules for psychotherapists: four sets of rules, one principle

Advertising for psychotherapy in Germany is not governed by a single law. If you run a website, a directory profile or a social media channel, you have to keep four levels in mind:

The Musterberufsordnung (MBO, model professional code) of the Bundespsychotherapeutenkammer was last amended in November 2025. What is binding, however, is the Berufsordnung of your Landespsychotherapeutenkammer, which is based on the MBO but may differ in details and section numbers. Take a look at it before your website goes live. Violations can be sanctioned under professional law and, via § 3a UWG, challenged by competitors or competition associations with a cease-and-desist letter.

What the professional code allows

§ 23 Abs. 3 MBO is the key sentence: you may refer to your professional work in a promotional way, but the advertising must be limited in form and content to the objective presentation of your professional services. Promotional, misleading or comparative advertising in particular is not permitted, including on your practice sign. Professional statements in public must be objectively informative and scientifically sound (§ 3 Abs. 7 MBO). This determines what belongs on your website:

• Professional title and therapeutic approach, e.g. “Psychologische Psychotherapeutin (Verhaltenstherapie)” (psychological psychotherapist, behaviour therapy); the approach may be added (§ 2 Abs. 2 MBO)
• Specialist and additional designations under your chamber’s further training regulations
• Areas of focus, age groups, settings and languages
• How consultation hours, probationary sessions (Probatorik) and treatment work
• Statutory health insurance licence or private practice, fees and availability

Heilmittelwerbegesetz: as soon as illness is involved

The HWG does not only apply to medicines. It also covers advertising for “procedures and treatments” as soon as the statement relates to identifying, eliminating or alleviating illness (§ 1 Abs. 1 Nr. 2 HWG). “Treatment of depression and anxiety disorders” is therefore covered, while “psychotherapy practice in Leipzig-Gohlis” on its own is not. These rules matter most for your texts:

• § 3 HWG – Misleading advertising: in particular, it is prohibited to give the impression that success can be expected with certainty. “Free of anxiety in 12 sessions” is therefore ruled out.
• § 11 Abs. 1 Nr. 3 – Case histories: Case histories in a blog or newsletter are only prohibited if they are abusive, repulsive or misleading, or could lead to a false self-diagnosis through a detailed description. Heavily disguised vignettes for psychoeducation are possible, provided confidentiality is maintained.
• § 11 Abs. 1 Nr. 11 – Statements by third parties: Letters of thanks and recommendation are only prohibited towards lay people if they are used in an abusive, repulsive or misleading way. Under professional law and because of confidentiality, they still remain off limits in psychotherapy (see below).
• § 11 Abs. 1 Nr. 12 – Children: Advertising aimed entirely or mainly at children under 14 is not allowed. For child and adolescent psychotherapy, this means: address the parents.
• § 12 Abs. 2 – Addiction: Advertising outside professional circles may not refer to the treatment of addictions (except nicotine dependence). Only mention such an area of focus in purely factual terms and, if in doubt, ask your chamber.
• § 7 – Promotional gifts: Benefits and promotional gifts are only allowed in narrow exceptions. Discount offers and vouchers for therapy sessions are ruled out.

UWG: honest, no comparisons, no harassment

Competition law supplements the professional code with rules that apply to every business, and that competitors can enforce through cease-and-desist letters:

• Misleading advertising (§ 5 UWG): “All insurers” without a Kassensitz, “no waiting time” when you have a waiting list or “institute” for a solo practice are typical pitfalls.
• Comparative advertising (§ 6 UWG) is only allowed within narrow limits, and is ruled out under professional law anyway.
• Harassment (§ 7 UWG): no promotional emails or calls without prior consent.
• Labelling (§ 5a Abs. 4 UWG): Paid collaborations on social media must be recognisable as advertising.

Protected title: who may call themselves a psychotherapist

The professional title “Psychotherapeutin” or “Psychotherapeut” may only be used by those who hold an Approbation (state licence) or a temporary permit (§ 1 Abs. 1 PsychThG). Doctors may also use it, with the addition “ärztliche” or “ärztlicher” (medical). In addition, the previous titles “Psychologische Psychotherapeut:in” (psychological psychotherapist) and “Kinder- und Jugendlichenpsychotherapeut:in” (child and adolescent psychotherapist) remain protected. Anyone who uses one of these titles without authorisation commits a criminal offence (§ 132a StGB).

• Title and approach: Use your professional title as it appears in your Approbationsurkunde (licence certificate) and add the therapeutic approach, e.g. “Psychotherapeutin (Verhaltenstherapie)” (§ 2 Abs. 2 MBO).
• Fachpsychotherapeut:in: Specialist designations such as “Fachpsychotherapeutin für Erwachsene” (specialist psychotherapist for adults) may only be used after completing further training and recognition by your state chamber.
• Academic degrees such as “Dr.” or “M. Sc.” may only be used if you have earned them; they are also protected under § 132a StGB.
• No made-up titles: “Anxiety expert” or “trauma specialist” look like a qualification that does not exist. Write “Area of focus: anxiety disorders”.

Kassensitz, private practice, Kostenerstattung: explain honestly

Hardly anything unsettles patients as much as the question of who pays for treatment. Private practices in particular should describe the procedure precisely, without promising more than they can deliver. The MBO requires this anyway: if it is not certain that the insurer will cover the costs in full, you inform patients about the expected costs in text form before treatment begins (§ 14 Abs. 4 MBO).

So phrase it like this: “People with statutory health insurance can apply for reimbursement under certain conditions; I’m happy to explain how it works.” Not: “We bill all insurers.” Your fees are based on the Gebührenordnung für Psychotherapeuten (GOP, fee schedule for psychotherapists); you may not undercut it in an unfair way (§ 14 Abs. 2 MBO). This rules out price promotions.

Waiting lists and available places

Long waiting times are everyday reality, and many enquiries reach practices that have no free place at all. An honest statement on your website saves both sides frustration:

• State the current situation, for example “Therapy places currently with a waiting time of about four to six months, consultation-hour appointments within three weeks”, and update it regularly.
• “Places available immediately” only if it is true. Outdated information is misleading within the meaning of the UWG.
• Explain how your waiting list works and whether you will get in touch or the person should follow up.
• Refer to 116117 for consultation hours and acute treatment, and to help in a crisis: emergency number 112, Telefonseelsorge (crisis helpline) 0800 111 0 111.

Reviews, Jameda and Google

A profile on Jameda or Google can be created even without your consent. The Federal Court of Justice (BGH) considers review portals permissible in principle. There is only a right to deletion if the portal abandons its role as a neutral information provider, for example by giving hidden advantages to paying customers (BGH, VI ZR 30/17); the BGH approved Jameda’s adjusted model in 2021 (VI ZR 488/19).

• Don’t ask: Don’t ask patients for reviews. The request arises within a relationship of dependency, and every review makes it visible that someone was in treatment with you.
• Don’t buy, don’t fake: Bought or fake reviews are explicitly prohibited under the UWG.
• Replying: Never confirm that someone is your patient. Your duty of confidentiality (§ 203 StGB, § 8 MBO) applies even in response to unfair criticism. Have reviews that infringe your rights checked via the portal’s reporting procedure.
• Don’t embed: Star widgets and quotes don’t belong on your website. Anyone who makes reviews available must also explain whether and how they check their authenticity (§ 5b Abs. 3 UWG).

That is why our websites for psychotherapy deliberately have no review or testimonial section and show no success rates. How to maintain your Google profile well anyway is covered in the post on the Google profile.

Social media, video consultations and DiGA

• Psychoeducation on Instagram, LinkedIn or a blog is allowed and effective, as long as it is objective, scientifically sound and free of promises of cure (§ 3 Abs. 7 MBO).
• No treatment by direct message. Refer to the consultation hour or first session.
• Video treatment: Psychotherapy via communication media is permitted if personal contact is not required and initial diagnostics and the decision on indication do not take place exclusively by video (§ 5a MBO). So don’t advertise “therapy completely online, without a single visit to the practice”.
• DiGA: Psychotherapists may prescribe digital health applications (§ 33a SGB V). Never present an app as a substitute for psychotherapy. Benefits from manufacturers for prescriptions or recommendations, including affiliate commissions, are off limits (§ 299a StGB).
• Collaborations: Paid posts or third-party discount codes on your channel must be labelled as advertising and may not reward referrals.

Quick check for your texts

Just setting up? The guide to opening your own psychotherapy practice takes you from the Approbation to the Kassensitz. What the advertising rules look like for other health professions is covered in the posts on advertising for doctors and advertising for physiotherapists.