The legal group that demanded Wisconsin rescind a professional standard for therapists that bars attempts to change sexual orientation or gender identity is now suing Gov. Tony Evers and the counselors’ professional board to kill the standard.

The Wisconsin Institute for Law & Liberty filed the lawsuit Tuesday in federal court in Milwaukee on behalf of two licensed therapists, charging that the standard is unconstitutional because it prescribes “what views [the therapists] may express.”

In April 2024 the examining board for licensed counselors and therapists added to its definitions of unprofessional conduct “sexual orientation change efforts,” commonly referred to as conversion therapy.

Conversion therapy has included electric shock, physical violence and “personal degradation and humiliation,” according to a 2015 statement opposing  the practice from the American Academy of Nursing.

The Wisconsin board standard barring conversion therapy includes “any intervention or method that has the purpose of attempting to change a person’s sexual orientation or gender identity, including attempting to change behaviors or expressions of self or to reduce sexual or romantic attractions or feelings toward individuals of the same gender.”

The board’s guidance document calls such practices “harmful, ineffective, non-evidence based, and not in line with current standards of professional practice.”

In March, the U.S. Supreme Court sent a lawsuit against a Colorado law banning conversion therapy back to lower courts. The high court said that applying the Colorado law to talk therapy required “strict scrutiny” for impinging on the First Amendment right of free speech.

Two weeks later, WILL and Wisconsin Family Action wrote to Gov. Tony Evers, demanding that the state repeal the professional standard barring conversion therapy.

The demand letter asserted that the court “struck down the law,” a claim WILL has repeated in publicizing its lawsuit.

Evers rejected the demand and stated in his letter to WILL that the organizations were “misreading” the U.S. Supreme Court ruling in the Colorado case. Rather than striking down the Colorado law, the high court sent a lawsuit back to lower courts, directing them to apply “strict scrutiny” on First Amendment grounds to how the law is applied to talk therapy.

The lawsuit WILL filed against Wisconsin’s standard names as defendants Evers; Dan Hereth, secretary of the state Department of Safety and Professional Services, which administers the licensing boards for a wide range of professional disciplines; and all the members of the Wisconsin Marriage and Family Therapy, Professional Counseling, and Social Work Examining Board.

WILL argues that the therapists it represents practice only talk therapy, conducting their counseling practice as “an exercise of their faith,” and that clients have voluntarily sought their “faith-based counseling, including obtaining advice on issues of sexual orientation and gender identity.”

The professional standard “prevents Plaintiffs from providing verbal advice in accordance with their sincerely-held religious beliefs in helping these patients specifically seeking to align their gender identity with their biological sex or to make changes relating to their sexual orientation or expression,” the lawsuit states.

A DSPS spokesperson said the agency doesn’t comment on pending litigation. A spokesperson for Evers referred to the letter Evers wrote rejecting WILL’s demand.

“I do not believe this lawsuit will succeed,” said Marc Herstand, executive director for the National Association of Social Workers Wisconsin chapter. “Wisconsin law clearly gives professions the authority to set their own Conduct Codes.”

The conversion therapy ban’s adoption in 2024 marked the third attempt by the professional board to bar the practice. Previous efforts were blocked by the Legislature’s Joint Committee for the Review of Administrative Rules. In 2025, the state Supreme Court ruled that state statutes giving the committee the power to block rules indefinitely were unconstitutional.

WILL since its founding has pursued legal actions against measures and policies respecting LGBTQ+ people, programs aimed at redressing systemic racial discrimination, and local election administration practices intended to increase voter access to the ballot box.

The organization has sued to block public health measures that were taken during the COVID-19 pandemic; argued that government efforts to encourage diversity, equity and inclusion in the workplace are unconstitutional; and defended laws such as Wisconsin’s 2011 Act 10, which stripped most public employees of most union rights.

Wisconsin Family Action has opposed LGBTQ+ rights and has lobbied against the inclusion of gender identity in civil rights protections under Wisconsin law.

Two right-wing organizations are taking aim at the ban on conversion therapy in Wisconsin’s professional code for social workers, citing a recent U.S. Supreme Court ruling.

But the head of a group that fought for the ban says professional standards are the central issue — and aren’t subject to free speech claims. 

In a joint letter Wisconsin Family Action and the Wisconsin Institute for Law & Liberty are demanding that Wisconsin repeal the ban. Conversion therapy is a widely discredited practice purporting to change sexual orientation or gender identity.

The Wisconsin Marriage and Family Therapy, Professional Counseling, and Social Work Examining Board included the ban in its updated professional code published in April 2024.

The code declares that it is “unprofessional conduct” for practitioners to use or promote “any intervention or method that has the purpose of attempting to change a person’s sexual orientation or gender identity, including attempting to change behaviors or expressions of self or to reduce sexual or romantic attractions or feelings toward individuals of the same gender.”

WILL has been at the center of many conflicts over trans-inclusive policies and gender identity. Wisconsin Family Action has also lobbied against including gender identity in state civil rights protections.

Their letter seeking the conversion therapy ban’s repeal cites a U.S. Supreme Court ruling March 31 in a lawsuit that challenges Colorado’s law banning conversion therapy on First Amendment grounds.

The high court ruling didn’t throw out the Colorado law directly. Instead, it instructed the federal court hearing the Colorado lawsuit to subject that law to “strict scrutiny” on First Amendment grounds because it seeks to “regulate speech based on viewpoint.”

The WILL-Wisconsin Family Action letter, first reported by Wisconsin Health News, was sent April 14 to Gov. Tony Evers, the Department of Safety and Professional Services and the chair of the social work examining board. 

The letter demands that the board stop enforcing the ban and start the process of repealing it. WILL represents a Christian counselor in a pending federal lawsuit to block a La Crosse city ordinance that bans conversion therapy.

Marc Herstand, executive director for the National Association of Social Workers’ Wisconsin chapter, said the U.S. Supreme Court ruling isn’t relevant to the Wisconsin rule.

“I don’t think it applies because we have a rule, and according to state statute, professional boards can create their own ethical standards,” Herstand told the Wisconsin Examiner. That is supported by both the general law that applies to the state’s licensing boards as well as specific provisions authorizing the social worker board, he said.

Herstand said rules against conversion therapy are to prevent harm. He compared the practice to an electrician’s bad advice that leads to a homeowner’s fatal electric shock or a health provider whose bad advice leads a patient with diabetes to lose a limb to nerve damage or the loss of circulation.

“That’s not free speech — that’s unprofessional conduct,” Herstand said. The electrician or health professional “would be held accountable by the [relevant professional] board. Conversion therapy is exactly the same thing.”

Republican lawmakers repeatedly blocked several previous attempts to update Wisconsin’s social work standards. In April 2024, after the Legislature’s session ended, the social work examining board updated its professional standards to restore the conversion therapy ban.

Then, in a landmark state Supreme Court ruling in July 2025, Chief Justice Jill Karofsky wrote that the statutes that state legislators had used to review and suspend administrative rules violated the Wisconsin Constitution. The examining board “exercised its statutory authority” when it revised its rules to ban conversion therapy, Karofsky wrote in the 4-3 decision.