Is it unethical for therapists to market their practice?

No. Marketing a private practice is both permitted and necessary, since clients cannot access care from a provider they cannot find.

The discomfort many clinicians feel is understandable but usually misplaced. What ethics codes restrict is specific practices, not visibility itself. The commonly restricted areas include soliciting testimonials from clients, making guarantees about outcomes, certain forms of self-disclosure, and anything that could exploit the power differential in the therapeutic relationship.

What is clearly appropriate:

• Describing who you serve and what you treat. This helps people find suitable care rather than hindering it.
• Stating your training, credentials and approach.
• Publishing fees and availability. Practical transparency is a service to prospective clients.
• Educational content that explains how therapy works and normalizes common experiences.

Confirm the specifics with your own board and association. Requirements differ by license type and jurisdiction, and this answer is a general framing rather than guidance on any particular code.

The reframe that helps most clinicians: marketing a practice well is mostly the work of being clear about who you help, which is the same clarity that makes for a good referral and a good first session.