The Pattern of Terminological Shift
One of the more documented phenomena in the recent history of conversion therapy is the systematic effort by some practitioners and organizations to rebrand change-oriented practices under new terminology following legislative and professional bans. Researchers and policy analysts have identified a recurring pattern: as specific terms become legally restricted or professionally stigmatized, practitioners and organizations introduce new language to describe substantially similar practices.
SAMHSA's 2023 report addresses this pattern explicitly, noting that "efforts to change SOGI have been rebranded using terms such as 'sexual attraction fluidity exploration in therapy' (SAFE-T), 'sexual orientation change efforts,' 'reintegrative therapy,' 'gender-exploratory therapy,' and others."
NARTH's Restructuring
Following increasing professional isolation and the wave of state legislative bans beginning in 2012, NARTH restructured in 2016, with its clinical arm reorganizing under the name Alliance for Therapeutic Choice and Scientific Integrity (ATCSI). The organization's stated focus shifted from promoting orientation change to advocating for the right of clients to access therapy that aligns with their religious values, including treatment that does not presuppose a fixed sexual orientation.
The rebranding adopted language centered on "therapeutic choice," "client self-determination," and "sexual fluidity" rather than the explicit language of reorientation.
"Reintegrative Therapy"
Reintegrative therapy is a model developed by British psychotherapist Joseph Nicolosi Jr. following the death of his father, Joseph Nicolosi Sr., who had been a co-founder of NARTH and one of the most prominent practitioners of SOCE. Reintegrative therapy presents itself as addressing trauma-based "unwanted same-sex attraction" rather than directly changing sexual orientation.
Researchers and professional bodies have characterized this framing as a substantive rebrand of reparative therapy. A 2021 peer commentary in the Journal of Sexual Medicine observed that reintegrative therapy shares the foundational premise of earlier SOCE models, specifically that same-sex attraction is a symptom of unresolved trauma or attachment deficit, and that addressing the underlying issue may allow heterosexual attraction to emerge. Critics argue that this constitutes a functional orientation change effort regardless of the terminology used.
"Gender-Exploratory Therapy"
The term "gender-exploratory therapy" has been used in two substantially different ways in the clinical literature and this distinction is important to document accurately.
In the mainstream clinical context, gender-exploratory therapy refers to an approach endorsed by several professional bodies, including aspects of the approach described in the Royal College of Psychiatrists' guidance, in which a therapist works with a young person to explore their gender identity without a predetermined outcome, neither toward transition nor away from it. This approach is not considered conversion therapy by the clinical mainstream.
However, the same term has been adopted by a separate group of practitioners whose stated clinical goal is to resolve or reduce gender dysphoria without transition. SAMHSA's 2023 report and the APA's 2021 resolution both address this terminological ambiguity, noting that the label "gender-exploratory" does not itself determine whether an intervention constitutes a gender identity change effort. The determining factor, per professional guidance, is whether the intervention has a predetermined outcome goal of reducing or eliminating the patient's gender incongruence.
"Sexual Attraction Fluidity Exploration in Therapy" (SAFE-T)
SAFE-T is a term developed and promoted by Christopher Doyle, a certified professional counselor and conversion therapy advocate. The SAFE-T framing draws on research into sexual fluidity (primarily the longitudinal work of researcher Lisa Diamond at the University of Utah) to argue that some individuals' sexual orientation is genuinely fluid and that therapy can support clients in exploring that fluidity in accordance with their values.
Lisa Diamond has publicly stated that her research on sexual fluidity has been misappropriated by conversion therapy proponents and does not support the use of therapeutic techniques to direct or encourage the change process. Diamond's research documents naturally occurring variability in sexual attraction over time, not the efficacy of therapeutic intervention.
SAMHSA's 2023 report lists SAFE-T among the rebranded forms of SOCE that the report's guidance is intended to address.
"Unwanted Same-Sex Attraction" Framing
A common thread across several rebranding efforts is the use of the phrase "unwanted same-sex attraction" to reframe the therapeutic goal. By centering the client's stated desire to reduce same-sex attraction rather than the practitioner's treatment goal, this framing attempts to position SOCE as a form of client-centered therapy responsive to the patient's own stated values and preferences.
Professional bodies have addressed this framing by distinguishing between a therapist's obligation to respond to client distress (which is well established) and a therapist's obligation to pursue a specific clinical goal on the basis of a client's expressed preference (which is subject to the same standards of evidence and harm assessment as any other clinical intervention). The APA's ethical guidelines state that psychologists do not engage in unfair discrimination and that therapeutic practice must be grounded in scientific and professional knowledge.
Legislative Responses to Rebranding
Some states have begun to address rebranding by drafting legislation with broader functional definitions of conversion therapy rather than definitions tied to specific named techniques or terminology. For example, Colorado's ban (subsequently challenged in Chiles v. Salazar) defines conversion therapy by its goal (changing sexual orientation or gender identity) rather than by any specific method, a drafting approach intended to capture rebranded practices under the same prohibition.
SAMHSA's 2023 report recommends that policymakers and licensing boards adopt functional definitions for similar reasons.