Written By: Natalie Seukunian and Elisabeth Suleimanov
Edited By: Odessa Luna
(Korrawin, 2024)
While scrolling through our for you pages, we witnessed an applied behaviour analysis (ABA) agency posting a video clearly showing the identity of their client. We were surprised. We were confused. Not only were there hundreds of thousands of views on the video, but there were thousands of likes. The comments were also startling. Not from the people asking for more advice. But from the agency. Employees of the agency were openly responding to those strangers on the internet.
We began to ask ourselves several questions. Isn’t this an ethical violation of confidentiality? What does the family think of this practice? Was informed consent obtained? What’s the purpose of posting a video featuring a client? What about the client’s assent? What about how behaviour analysts are meant to make public statements?
As students finishing our first year in an ABA master’s program, we have been learning about the Behavior Analyst Certification Board (BACB) ethical code (BACB, 2020). In addition, we are experiencing the growth and use of social media in ABA practice. While social media offers so many benefits, its use can also create situations where our ethical code could be compromised.
O’Leary et al. (2017) highlighted behaviour analysts, students, and caregivers use social media for various reasons. These reasons could include marketing an agency, individual, or organization; sharing research and knowledge to other behaviour analysts, trainees, or other service providers; seeking advice from other caregivers or professionals; and connecting with other professionals and folks within and outside of our profession. Fortunately,, the BACB (2020) has addressed these responsibilities that we, as future behaviour analysts, need to adhere to regarding public statements and our social media presence.
We would like to share two examples in which social media can put us (students in behavior analysis) in situations in which there is ambiguity. Through these examples, we aim to adopt the proactive problem-solving model that LeBlanc and Karsten (2024) suggested in their book. This model is a guide that we can use to actively and openly discuss the potential ethical dilemmas and take a proactive approach to address it.
Scenario 1: Angie is a BCBA who has started to grow a following on Instagram. She has become somewhat of a public figure to students studying to become future BCBA’s. Recently, she went on live on Instagram to share her journey to becoming a BCBA with ABA students. During this, she transitions to the topic of her first client, sharing how nervous she was to begin providing ABA services without supervision. She enthusiastically mentions that he is currently still a client and had his 10th birthday party last weekend. She comments on how much she loved the car-themed birthday party before transitioning to another topic. Now this is where things become tricky. Imagine that Angie is your supervisor providing you supervision for your mandatory fieldwork hours. You see this and are aware of the ethics behind it; however, you are unsure of how you should approach this situation, especially because Angie is your fieldwork supervisor.
Step 1: Detect
Ding, ding, ding, your ethical radar is going off. Angie has gone on live and shared information about a client that can potentially become identifiable information if her account is public or followed by anyone who knows the client. Another potential concern may be that this client’s parent also has a public Instagram and has recently posted pictures from the birthday party, again making the client easier to identify. As a trainee, you are also in a bit of an ethical dilemma.
Step 2: Define
An ethical issue might be potentially occurring here. Code 5.02 addresses confidentiality in public statements (BACB, 2020). Although it is unclear if Angie has consent to share this information or not, this can become a situation where identifying information is inadvertently shared. How can someone’s age and birthday be identifiable information? Well, when this information is paired together, with the addition of other information such as the birthday party being last week, and the potential location being tracked on Instagram this can make it easier to narrow down who it is that’s being talked about. Think of it like a game of Clue, when you piece together all the information you can figure out who it is,. Code 1.16 can also be applicable here. For you, a student working towards becoming a future BCBA, it is part of your responsibility to appropriately address potential ethical violations and report these concerns if no action is taken to rectify the situation.
Step 3: Generate Potential Solutions
The next question you might be asking yourself is, what can be done to solve this? Well, when in doubt, seek guidance and brainstorm some possible solutions. That’s why we love this 5-step guide (LeBlanc & Karsten, 2024). Code 5.10 states the BCBA’s will take all the necessary steps to correct any misuse of information shared online (BACB, 2020).
One option is that you ignore the issue. By doing so, you decide not to raise your concerns to Angie and leave the issue unaddressed. Another option might include informally and quickly bringing this issue up in everyday conversation. You may decide to casually mention your concerns about the Instagram live but decide to end the conversation there and not follow up with her. We know, things like this can feel kind of awkward and you wouldn’t want to be overstepping your place with your supervisor. Finally, there’s always the option of taking a more thorough approach to address your concerns with Angie. In this case, you might speak to Angie about the situation and decide to document a plan with her to create a solution.
Step 4: Evaluating the Pros and Cons
For each option, there are pros and cons. Specifically, if you decide to ignore the issue, it would help you avoid a potentially uncomfortable situation. We know that conversations like this can be hard, but this leaves the issue unaddressed.
The second option, quickly bringing up the conversation, might feel like a better option that allows you to address the situation but avoid any further discomfort or feeling like you overstepped. However, this option does not plan for implementation or evaluation if actions were taken to protect the client’s confidentiality.
Finally, taking a more comprehensive approach may be starting to look like the best option. Although thoroughly addressing this situation will feel uncomfortable, discussing with Angie will likely do more good than harm. By raising your concerns and fully addressing the situation through a documented plan, this helps ensure that you have done your part, protecting the client’s welfare.
Step 5: Implement and Evaluate
After reviewing the pros and cons, you decide to take act on Option 3, taking a thorough approach. By speaking to Angie, you can hear her perspective of things. Although this will likely be an uncomfortable conversation, it is crucial that you are truthful and transparent with Angie. In addition, you are a student, perhaps there is necessary context or information you are missing. Remember, the right decision isn’t always the easiest decision. Approaching it in a respectful manner always helps ensure that you aren’t overstepping. During this meeting, it might be helpful to work together to document a plan and follow up with Angie to be sure that action was taken to resolve the issue.
This scenario highlights the intersection between power differentials (trainee and supervisor), social media, and client confidentiality. In addition, this scenario highlights that even trainees might need to have tough conversations with someone who is responsible for their fieldwork supervision. Just because you are “off the clock” and scrolling through your social media thread does not mean that you are not responsible for looking out for the best interests of your clients.
Scenario 2: Now imagine you’re working at an agency, and you became friends with Daniel, a newly certified BCBA. You both follow each other’s personal and professional accounts, and you actively support each other. One day, he mentions to you that he wrote a blog on the company’s website talking about his client on the autism spectrum and Fragile X Syndrome. He stated he wanted to use this blog post a way to help other practitioners learn about how individuals with this profile may benefit from behavioral services. Daniel informed you that he received informed consent from the caregivers before he posted. Daniel also reported he is concerned by the lack of audience engagement on the agency’s Instagram account. Later that day, you come home to see Daniel posted this blog post on his personal Instagram account. To supplement the link, Daniel posted backside picture of him and his client interacting. While no faces were seen, he captioned the photo talking about his experience as a BCBA, specifically while working with his current client. He then linked his blog post and encouraged people to check it out.
Step 1: Detect
Before we get started, tell me; do you think there’s any problem that needs solving? If you answered yes, you’re on the right track; and so was Daniel. He made sure to get informed consent from the client’s family prior to writing his blog and putting the content on the agency’s Instagram account. Slight warning bells might already be ringing for you: how did he advertise the blog on his agency’s account? How identifiable were the contents of the blog? That said, the ambiguity does come up because Daniel used his personal Instagram account to highlight his post written for the agency.
Step 2: Define
We’re bringing back code 5.02 – Confidentiality in Public Statements (BACB, 2020). As you know, Daniel received the proper informed consent. However, he might not have adhered to this code, depending on the efforts he made to protect the identity of the client in the initial post. In this case, you need more information. But that’s not the only area where blurry lines begin to form. You might see another relevant code being raised at the mention of Daniel’s post: code 5.10 – Social Media Channels and Websites (BACB, 2020). This code specifically mentions that when publishing information about their clients on their professional pages, there are a few things that need to be done. Sure, Daniel got informed consent. Did Daniel include a disclaimer with the post, telling people that he obtained that informed consent? Again, you need more information.
In addition, Code 5.10 tells us that we should not be sharing information of their clients on their personal social media accounts, and yes, that’s regardless of obtaining informed consent. So, not only did he share a blog post about his client on his personal account, but he also used a picture. Another argument could be had that his face was concealed, and there was nothing that could identify him.
Step 3: Generating Potential Solutions
Of course, one option could be to just ignore the issue. You weren’t the one who posted it, right? This likely wouldn’t be the first time you adopted the “Not my fault, not my problem” mindset. But then there’s that… inkling. You know the post is wrong. But you don’t want to necessarily cause problems. You’re a student, Daniel, although your friend, is a BCBA.
Option 2 could simply be to report the post to Instagram and the BACB, so it gets taken down. Your identity is safe, and there won’t be any awkward tension at work. But is the situation really fixed? What if Daniel just reuploads the post? What if his account gets taken down? What happens if there are serious repercussions for Daniel and his certification. Also, we know the emotional toll an alleged notice of violation puts on a BCBA (Voulgarakis et al., 2025). Again, would I want to do this to a friend without having a direct conversation.
Another option to consider would be directly approaching Daniel, asking about the informed consent, and how he should mention on his post that informed consent was received. Then, discuss your concerns regarding his post on his personal Instagram account. It’s possible this conversation could really damage your professional and collegial relationship. Daniel might be defensive or refuse to change anything about the post.
Step 4: Evaluating the Pros and Cons
Option 1, avoiding the problem, feels like a safe option. Sure, by ignoring Daniel’s post, you can carry on with your day, and maybe a natural consequence will eventually reach Daniel. You don’t have to risk your relationship with your friend. But what about your ethical responsibility regarding the public statements with those you are affiliated with? You may be also caught not adhering to the ethical code if someone were to learn that you saw the post and did nothing. This can have negative consequences for you.
Option 2, reporting to the BACB and Instagram, might initially seem appealing. You’re not ignoring the possible ethical violation. Your relationship with Daniel is still safe, because he wouldn’t know you were the one who reported him. But what about what happens after? His account might have to be deleted if you keep reporting the inappropriate posts and he likely have some other emotional by-products. He might not be able to trust his colleagues or others, constantly feeling suspicious of someone who reported him. In addition, he might feel ashamed and feel like he does not have the skills to properly inform the broader behavior-analytic community about meaningful experiences he had with clients with these diagnoses.
Finally, Option 3, chatting and documenting the conversation has some advantages. First, you wouldn’t be shielding yourself from your ethical responsibility as a future behaviour analyst. It shows to other staff that you are aware of the ethical code and your responsibilities within it. You also protected the identity of the client and ensured informed consent was highlighted. Sounds great… unless it backfires. For example, Daniel might be mad for your “meddling” and end your friendship. He might be defensive in the conversation, and leave up the post, resulting in you speaking to a supervisor. This might strain your formerly solid workplace relationship. . The atmosphere in the agency might sour and become a negative workplace.
Step 5: Implement and Evaluate
We hope that after all of this, you chose Option 3: speaking to Daniel with full transparency. It is possible he didn’t know about not being able to post on his personal Instagram account, and it’s up to you, as his co-worker and friend, to explain the ethical code. Explain how informed consent works without coming across as rude or arrogant and make sure you document the conversation. Discuss why he should speak to the family, and if Daniel becomes unreasonable or disagrees, speak to a supervisor if needed. Ensure you continue documenting all interactions and the eventual outcomes.
There are so many ways to address ethical dilemmas, especially when it’s mixed with social media. Developing an online presence as a behaviour analyst is still new, so we still have so much to learn. It’s okay if you don’t get it right away. We hope we demonstrated a problem solving model (LeBlanc & Karsten) that helps you navigate tricky ABA and social media issues At the end of the day, we’re still students. It’s okay to make mistakes, but it’s important that we learn from them.
We would love to hear some ethical dilemmas you encountered on social media with other behaviour analysts. Maybe you saw someone post pseudoscience on their professional Instagram account? Or maybe you saw a behaviour analyst make inappropriate comments under a TikTok post. Let us know!
AI Statement: The authors and editor did not use AI to produce this blog.
References
Behavior Analyst Certification Board. (2020). Ethics code for behavior analysts. https://bacb.com/wp-content/ethics-code-for-behavior-analysts
Korrawin. (2024). Smiling African American businesswoman engaging with social media on smartphone at modern workspace. stock photo [Photograph]. iStockphoto LP.
https://www.istockphoto.com/photo/smiling-african-american-businesswoman-engaging-with-social-media-on-smartphone-at-gm2152116939-573152820
LeBlanc, A, L., & Karsten, A. (2024). Ethics: Proactive and Practical Decision Making for Behavior Analysts. (1st ed.). Sloan Publishing.
O’Leary, P. N., Miller, M. M., Olive, M. L., & Kelly, A. N. (2017). Blurred lines: ethical implications of social media for behavior analysts. Behavior Analysis in
Practice, 10(1), 45–51. https://doi.org/10.1007/s40617-014-0033-0
Voulgarakis, H. M. (2026). Ethical and regulatory investigations in ABA: A qualitative analysis of practitioner responses and outcomes. Behavior Analysis in Practice. Advance online publication. https://doi.org/ 10.1007/s40617-025-01134-0