Marketing and client outreach aren’t off-limits in social work—but they come with clear ethical boundaries. Section 4.07 reminds us to be especially cautious when engaging with vulnerable individuals and never to blur professional lines for the sake of promotion.
4.07 Solicitations
(a) Social workers should not engage in uninvited solicitation of potential clients who, because of their circumstances, are vulnerable to undue influence, manipulation, or coercion.
(b) Social workers should not engage in solicitation of testimonial endorsements (including solicitation of consent to use a client’s prior statement as a testimonial endorsement) from current clients or from other people who, because of their particular circumstances, are vulnerable to undue influence.
This section is about protecting vulnerable people from being used—intentionally or not—for promotional gain. Whether it’s asking for testimonials or pitching your services, the power imbalance matters.
Don’t seek testimonials from clients
A question might show a social worker asking a satisfied client for a Yelp review. The right answer will usually flag this as unethical—clients may feel pressured to say yes.
Avoid uninvited outreach to vulnerable people
If an exam item describes handing out business cards in a hospital waiting room or approaching someone grieving, look for answers that note the risk of undue influence.
Even well-meaning promotion can cross the line
You might see a scenario where a social worker shares a client’s kind words in a brochure “with permission.” The best answer may still highlight ethical concerns if the client is vulnerable.
Voluntary endorsements from former clients? Handle with care
Some questions explore gray areas. If a former client offers a testimonial, the exam may ask whether it’s ethical to use it. Look for answers that consider whether the client is still vulnerable or influenced.
How this might show up on the ASWB exam:
A social worker in private practice is building a website and asks several current clients if they would provide short testimonials to include. All clients are informed their participation is optional and will not affect their treatment. What is the most ethical course of action?
A. Use the testimonials only if written consent is provided.
B. Accept only anonymous testimonials to protect client identity.
C. Decline to use testimonials from current clients due to ethical concerns.
D. Ask clients to wait until the end of treatment to decide if they want to participate.
Let’s break it down: A assumes consent makes it ethical—but it doesn’t, given the inherent power imbalance; B still involves solicitation; D delays the ask but doesn’t eliminate the ethical problem. C is correct. The Code of Ethics prohibits soliciting testimonials from current clients—consent doesn't erase the potential for undue influence.
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