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Aipedia: Counsellors and psychotherapists
You can use AI to write your website and directory profile, but every claim about your qualifications, experience and competence must be accurate. AI tends to embellish, and BACP 1.2(a) makes misleading information about your work a professional conduct issue.
Part of: AI in counselling and psychotherapy
In short
Therapists use generative AI to write website copy, directory profiles, blog posts and social media content. AI copy often adds specialisms, modalities or outcomes that are not accurate. Under BACP Ethical Framework 2026 clause 1.2(a), members must be honest and give clear, accurate information about services, qualifications, experience and competence. Misleading claims can lead to complaints from clients who chose you on that basis, and to questions about working outside competence (2.1(a)). PI may respond to related claims, subject to the terms, but a complaint about honesty is often about conduct rather than a covered loss.
Writing about yourself is hard, and some therapists may ask a generative AI chatbot to produce a directory profile, website pages or regular blog posts. The output is usually fluent and warm. It also tends to generalise: it may list conditions you do not specialise in, describe a modality you have only touched on in training, or promise outcomes no therapist should promise.
Search and AI assistants may quote profiles and websites directly, so inaccurate claims can spread beyond your own pages.
The main duties that apply are:
BACP's Ethical Framework page explains how the Framework applies to all members. General consumer protection law on misleading advertising also applies to therapy businesses.
Illustrative scenario: a counsellor asks an AI tool to "make my profile stand out". It adds "specialist in eating disorders and complex trauma" and "evidence-based approach with proven results". The counsellor has some experience with both areas but no specialist training. A client with an eating disorder chooses them on that basis. When the work does not go well and the client's health declines, the client complains that they were misled about the counsellor's expertise. The profile wording becomes the centre of the complaint.
Other risks include AI-written blog posts giving inaccurate mental health information, stock testimonials that look real, and copy that reproduces another therapist's text.
Marketing is also where clients first learn how you work. If you use AI tools in your practice, such as a notetaker, AI-assisted booking or an online platform with analytics, clause 2.1(e)(iii) asks you to be honest and transparent about that use and its benefits and risks. A short, plain statement on your website or profile, consistent with your privacy notice and working agreement, sets expectations before the first contact. It also avoids the opposite problem: AI-written copy that describes a warm, entirely human service while the practice in fact relies on automated tools.
If you advertise any AI-supported service, such as an app or automated check-ins between sessions, describe exactly what it does and does not do, and do not present it as therapy.
If a client suffers loss because you worked outside your competence after advertising a specialism, the negligence claim may be one your therapist PI responds to, subject to the policy terms. The professional conduct complaint about misleading advertising is a different matter; some policies include defence costs for complaints, others do not. Copying another practitioner's wording can raise intellectual property issues, which PI may or may not cover. Claims about defamatory content in blog posts are covered in some wordings; see defamation cover in PI. Keep in mind what to document about AI use for insurers.
Put these controls in place:
Apex arranges PI for counsellors and psychotherapists and can explain how your policy treats complaints and competence-related claims. Related: AI-written reports, AI admin tools and the counselling AI hub.
Yes, but check every statement. BACP 1.2(a) requires clear and accurate information about your services, qualifications, experience and competence. Remove any specialisms, modalities or outcomes the AI added that you cannot evidence.
Correct it promptly. Overstating competence can lead to complaints and to clients choosing you for work outside your competence. Keep a note of when you corrected it. If a client has already complained, consider notifying your insurer.
There is no specific BACP rule on website wording, but 2.1(e)(iii) requires honesty about your use of AI with the people using your services, and 3.1(d) requires your privacy notice to cover data-collecting tools. A brief, accurate statement on your site helps set expectations early.
It depends on the wording. A negligence claim for loss may be covered, subject to terms. Defence costs for a professional conduct complaint are included in some policies but not all. Check with your broker.
Tell us about your firm and the work you do. A broker will review how your current PI treats AI-assisted work, or arrange new cover. No fee for a quote. Or call 0117 325 0027.
Start a PI quote Request a callbackApex Insurance Brokers Limited is authorised and regulated by the Financial Conduct Authority. Registered in England and Wales, company number 07014570. This page is general information about how AI is used in the profession and how insurance may respond. It is not legal, regulatory or insurance advice on your circumstances, and it does not guarantee that cover will be available or on what terms.
