By Matt Harrington, BCBA · Behaviorist Book Club · Research-backed answers for behavior analysts
Connecting with current clients or their family members on social media is generally inadvisable due to the multiple relationship concerns it creates. The BACB Ethics Code (2022), Code 1.06, requires behavior analysts to avoid or minimize multiple relationships that could impair professional judgment or exploit the professional relationship. Social media connections can blur professional boundaries, provide access to personal information that affects professional objectivity, and create expectations of availability and responsiveness outside of professional contexts. Best practice is to establish a clear policy during informed consent that you do not accept social media connections with current clients or families, and to decline requests with a respectful explanation referencing professional boundary requirements.
Sharing clinical examples online requires extreme caution and should generally be avoided unless the example is sufficiently altered to be unrecognizable. Simply removing a client's name is not sufficient because combinations of other details such as age, diagnosis, geographic location, specific behaviors, and treatment setting can identify an individual. If you choose to share clinical examples, alter multiple identifying details, use composite examples that combine elements from multiple cases, avoid sharing examples involving clients in small communities where identification is more likely, and assume that the example will be seen by the widest possible audience. When in doubt, either do not share the example or obtain explicit written consent from the client or their legal representative, disclosing exactly how and where the information will be shared.
When publishing content about behavior analysis online, whether in a peer-reviewed journal or a social media post, you are obligated under the BACB Ethics Code (2022) to ensure accuracy and truthfulness per Code 1.01, to represent your qualifications honestly per Code 1.15, to protect confidential information per Code 2.04, to accurately represent data and findings per Code 3.04, and to distinguish between established research findings and personal opinion. You should acknowledge limitations of the evidence you cite, provide appropriate context for clinical recommendations, and be willing to correct errors publicly when they are identified. The informal tone of social media does not exempt you from these obligations. Every digital publication reflects on both you and the profession.
Respond to online criticism from autistic self-advocates with the same professionalism, respect, and openness that the BACB Ethics Code (2022) requires in all professional interactions. Listen genuinely to the concerns being raised rather than immediately becoming defensive. Acknowledge valid criticisms honestly, as the field does have historical practices that are legitimately problematic. Distinguish between criticism of specific practices and blanket rejection of the field. Provide accurate information about how the profession has evolved and how contemporary practitioners address the concerns raised. Avoid tone policing, condescension, or dismissiveness. Recognize that autistic individuals have unique expertise about their own experience that behavior analysts do not possess. When you cannot respond constructively, it is better not to respond at all than to respond poorly.
Your informed consent should address several social media-related topics. Include your policy on social media connections with clients and family members, specifying that you do not accept friend or follow requests during the service relationship and explaining why. Address the privacy risks of social media communication, noting that messages sent through social media platforms are not secure and should not be used for clinical communication. Describe your policy on sharing clinical information online, confirming that you will not share identifiable information about clients. Address the possibility that clients or families may encounter your professional social media content and invite them to discuss any concerns. If you maintain a professional social media presence for marketing purposes, note this and distinguish it from personal social media activity.
Marketing ABA services on social media is ethical when done in accordance with BACB Ethics Code (2022) standards. Marketing should be truthful and not make exaggerated claims about treatment outcomes per Code 1.01 and Code 1.15. Testimonials should only be used with explicit, informed consent and should not be solicited from current clients where power dynamics may compromise voluntary consent. Marketing should accurately represent the practitioner's qualifications and the evidence base for the services being offered. It should not target vulnerable populations with high-pressure messaging or exploit emotional vulnerability for commercial purposes. Marketing content should be educational and informative rather than manipulative, and should clearly distinguish between marketing content and professional or clinical information.
The BACB Ethics Code (2022) provides guidance for addressing ethical concerns about colleagues. First, consider the nature and severity of the concern. If the content involves a clear violation such as sharing identifiable client information, the situation requires immediate action. If the concern is about professional judgment such as oversimplified clinical advice, the situation may warrant a collegial conversation. Start by contacting the colleague directly and privately to express your concern, providing specific information about what you observed and why it concerns you. If the colleague is receptive, the issue may be resolved through conversation. If the concern is serious and not resolved through direct communication, you may need to report the matter to the BACB or to relevant licensing boards. Document your observations and actions throughout the process.
Discussing your work day on social media without naming clients still carries significant risks. Temporal proximity can allow followers who know your schedule to identify which clients you are discussing. Geographic details like mentioning a school visit in a specific neighborhood narrow the pool of potential clients. Behavioral descriptions, even general ones, can be identifying in combination with other contextual clues. Emotional expressions about challenging sessions can affect how families perceive your attitude toward their child. Repeated posts about similar situations can create composite pictures that identify specific clients over time. Even if no single post is identifying, the cumulative effect of regular posts about your work can create confidentiality risks. The safest approach is to assume that any work-related post could be seen by and identifiable to clients and families.
Evaluate online information about behavior analysis using the same critical thinking skills you apply to any source. Consider the author's qualifications and whether they have relevant training and experience. Assess whether claims are supported by peer-reviewed evidence or are based on personal opinion or anecdote. Look for acknowledgment of limitations and alternative perspectives. Evaluate whether the content is consistent with the BACB Ethics Code (2022) and established best practices. Be particularly cautious about content that makes strong claims without citing evidence, that promotes a single approach as universally effective, that dismisses alternative perspectives without engagement, or that appears primarily designed for marketing rather than education. When sharing information online, apply these same standards to ensure that what you share meets the threshold for accuracy and professionalism.
Several emerging digital ethics issues require proactive attention from behavior analysts. The use of artificial intelligence tools in clinical practice raises questions about professional responsibility for AI-generated recommendations and the accuracy of AI summaries of clinical information. Telehealth expansion creates ongoing challenges regarding privacy, informed consent, and the quality of remote assessment and intervention. The use of client data in digital systems raises questions about data ownership, security, and the potential for breaches. The growing influence of social media algorithms means that professional content is filtered and amplified in ways practitioners cannot fully control. The blurring of professional and personal digital identities will continue as platforms evolve. Behavior analysts should engage with these emerging issues through professional development, organizational policy development, and contributions to the profession's evolving ethical guidelines.
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All behavior-analytic intervention is individualized. The information on this page is for educational purposes and does not constitute clinical advice. Treatment decisions should be informed by the best available published research, individualized assessment, and obtained with the informed consent of the client or their legal guardian. Behavior analysts are responsible for practicing within the boundaries of their competence and adhering to the BACB Ethics Code for Behavior Analysts.