"You have depression, and it's severe." Xiaoxia, feeling low after breaking up with her boyfriend, sought online psychological counseling. After spending nearly ten thousand yuan, she only grew more despondent. She struggled to accept the diagnosis of depression.
In recent years, the psychological counseling industry has boomed. According to Qichacha data, China now has 120,000 businesses operating within the scope of psychological counseling.Xinhua Insight reporters found that while some counseling institutions charge high fees, the quality of counselors varies greatly. Some are merely certified after a few months of basic training.
Immediate sales pitches, fees often running into thousands
Xiaoxia noticed that before formal services began, the counselor was attentive and meticulous.She recalls being told she could share anything, that the counselor would help resolve her concerns, sort through her emotional state, and tailor solutions. But after payment, the counselor seemed like a different person. Each session began with sales pitches, urging her to upgrade packages or purchase courses. Xia Xia was persuaded to buy tarot readings and relationship recovery courses, spending nearly 10,000 yuan.
Yet after all this turmoil, Xiaoxia felt increasingly depressed. The counselor focused solely on sales, offered minimal actual help, and constantly belittled or even blamed her. When Xiaoxia requested to terminate the service, the counselor sent a voice message claiming she had depression.
Xiaoyu, who also sought counseling at a psychological institution, told reporters that the counselor criticized him for low emotional intelligence, poor communication skills, and weak emotional management abilities, constantly putting him down.
Industry insiders note that such practices constitute unprofessional counseling. Qualified counselors never make exaggerated claims or guarantee specific outcomes, nor do they use demeaning or punitive language toward clients.
In fact, under China's Mental Health Law, psychological counselors are prohibited from conducting psychotherapy or diagnosing/treating mental disorders. A clinical psychologist emphasized that the primary approach should be respecting and understanding the client's experiences.
On the Black Cat Complaint Platform, over 2,000 complaints were filed using "psychological counseling" as a keyword. Journalists found that many complaints targeted emotional recovery services offered by certain counseling institutions. These services claim a 100% success rate in restoring relationships, often charging thousands or even tens of thousands of yuan.
In a consumer rights group joined by the reporter, dozens of complainants had purchased such services from institutions including Shandong Yuanmengren Psychological Counseling Co., Ltd., Shandong Aibei Psychological Counseling Co., Ltd., and Wuhan Erhua Psychological Counseling Co., Ltd.
All complainants stated that the counselors from these institutions first exaggerated the effectiveness of the reconciliation and made false promises. During the actual implementation phase, they then induced further spending through various means.
To salvage his relationship, Xiao Hao sought help from a counseling agency. The counselor recommended a 5,000-yuan course on improving romantic communication skills. The content proved worthless—the materials were outdated and offered no practical help. Xiao Hao was deeply disappointed.
Industry insiders reveal that some counselors simplistically attribute clients' issues to bad moods, overthinking, or depression. Additionally, certain platforms prioritize sales and profits over genuinely resolving clients' problems.
Certificates Obtained in Months, Attendance Optional
Many complainants report that some counselors claim to hold relevant professional certifications but consistently refuse to provide proof.After persistent questioning, it was discovered these certificates were obtained through accelerated programs at training institutions.
Currently, many training institutions market psychological counseling certificates, claiming they are nationally recognized as professional qualifications, offering zero barriers to entry, high income, and immediate employment upon certification.
However, reporters learned that after the Ministry of Human Resources and Social Security abolished the psychological counselor professional qualification certification in 2017, there is no longer a government-administered unified qualification exam for psychological counselors.The certificates promoted by training institutions are issued by various entities including psychological associations, chambers of commerce, educational training organizations, and vocational skills guidance centers.
Multiple training institutions stated that applicants typically only need to meet the requirements of having a college degree or higher and being between 18 and 65 years old. Fees range from several thousand to tens of thousands of yuan. A salesperson from one training institution mentioned that many students have no prior knowledge or background in psychology.
A sales representative from the training institution Chaozhi Education explained that training is primarily conducted online. After logging in, the system automatically tracks study hours, and participants can take the exam once the required course hours are completed. Obtaining certification typically takes two to three months, with a maximum of six months; some complete it in as little as one month. Some even suggest that if you're in a hurry, you can just leave the system running all day—whether you actually listen to the lectures or not doesn't matter.
Sales representatives claim exams are mostly multiple-choice with predicted questions provided beforehand, boasting an 85%+ accuracy rate. Since the exams are self-administered, they assure students they'll pass on the first try—and if not, they can arrange for someone else to take the exam.
Does obtaining the certificate guarantee employment? Sales staff from Saiyou Education indicate they recommend part-time opportunities on platforms like Xiaolu Emotions and Songguo Confessions, and the certificate can also be used to open a private counseling practice.
Multiple screenshots provided by the training institution show that some quick-certification holders have already joined online platforms or opened counseling rooms. One counselor told a reporter that he had recently enrolled in a counseling training program at a certain institution. "I can provide counseling services for you now, no problem. I've passed the exam, just haven't received the certificate yet. It doesn't violate platform rules." The reporter observed that he had been on the platform since 2017 and had provided services to over 90 people.
Beware: Unprofessional counseling is ineffective and may delay proper treatment.
Experts like Zhong Jie, Associate Professor at Peking University's School of Psychology and Cognitive Science, note that China's psychological counseling workforce faces serious concerns regarding professional competence. Many practitioners lack essential knowledge and skills in pathology, psychology, physiology, and related disciplines.
Lin Xiaoyi, a counselor at Nanning Xinxiang Psychological Counseling Co., Ltd., emphasized that brief training alone cannot qualify one as a competent psychological counselor capable of delivering professional services.For those with genuine psychological issues, unprofessional counseling not only fails to help but may also delay clients from receiving proper treatment.
Psychological counseling is a profession requiring lifelong learning. The systematic training process for a qualified counselor resembles that of a clinical psychology master's degree. Typically, candidates must complete over 30 specialized courses during their undergraduate and graduate studies, along with 250 hours of clinical psychology practice and 200 hours of professional supervision training.Beyond this foundation, lifelong continuing education and ethical oversight are mandatory," Zhong Jie stated.
Zhong Jie noted that in developed countries, legislative frameworks govern psychological counseling professionals' entry requirements, vocational training, practice qualifications, and ethical standards. Specific regulations or benchmarks also govern professional service institutions and industry management.China currently lacks unified national standards in these areas and lacks oversight from professional associations. The absence of consistent standards and regulation may lead to inconsistent service quality.
In March 2021, the National Health Commission issued a notice formally establishing the National Center for Mental Health and Mental Health Prevention and Treatment. Its primary responsibilities include promoting the training of mental health professionals, building a faculty team, and organizing relevant professional training.
Multiple experts recommend building upon this foundation to further clarify and establish a robust management mechanism for professional psychological service institutions and practitioners nationwide. They advocate for developing and implementing standards for psychological counselors' professional entry requirements, specialized training, and ethical oversight to foster the industry's healthy development.
Experts advise individuals to exercise caution when selecting psychological counseling institutions and training programs to avoid falling victim to scams.