Within an ethics framework, this article explores mental health practi
tioners' use of credentials that lack acceptable accreditation or auth
ority. Increased competition among mental health care providers has el
evated the importance of credentials for marketing professional servic
es. Practitioners worried about economic survival, along with certain
personality characteristics (e.g., sheer ego), are tempted to rely on
credentials that lack proof of quality, thereby potentially jeopardizi
ng professionalism. Specific assertions and recommendations are set fo
rth in the interest of safeguarding consumers and promoting profession
alism.