Attorney advertising rules come from your state, and almost every state builds on the ABA Model Rules: no false or misleading claims, the name and contact details of a responsible lawyer or firm in every ad, no "certified specialist" claim without an approved certifier named in the ad, and no live, person-to-person pitches when financial gain is a significant motive. States differ: Florida wants most ads filed at least 20 days before they run, Texas within 10 days after, and New York dropped its "Attorney Advertising" label requirement on June 1, 2026.
Quick answer
- Read your own state's Rule 7.1 or its equivalent on the supreme court or bar site; an agency checklist can be out of date.
- Put the firm's name and contact details in every ad, plus what your state adds.
- Hold back "specialist", "expert", "best" and dollar results until each can be backed up and your state allows it.
- In Florida or Texas, learn what must be filed with the bar, and when, before the first ad runs.
- Keep dated copies of every ad version and its landing page; Florida requires three years after an ad's last use, and Google Ads' change history covers two.
I'm not a lawyer; I set up and measure ads. This page points you to the official texts, linked for you or your ethics counsel; it is not legal advice. States write and revise their own rules, so the current text and your state's bar have the final word.
When were lawyers allowed to advertise?
Since 1977. In Bates v. State Bar of Arizona, decided June 27, 1977, the Supreme Court held that disciplining two lawyers for a truthful newspaper ad listing their fees for routine services, such as uncontested divorces and name changes, violated the First Amendment (Cornell LII, checked 2026-10-04). The same opinion left states room to act: advertising that is false, deceptive, or misleading "of course is subject to restraint", quality claims may be restricted as "not susceptible of measurement or verification", and the Court did not rule out requiring a warning or disclaimer.
The ABA lists 49 states and the District of Columbia as having adopted its Model Rules of Professional Conduct (ABA, checked 2026-10-04). Each adopted its own version.
What do the ABA Model Rules say an ad may do?
Rule 7.1 tells lawyers they "shall not make a false or misleading communication about the lawyer or the lawyer's services". It also says a statement can mislead by leaving out a fact needed to keep the whole from misleading (ABA, checked 2026-10-04). The comments add two cautions that matter for ads. A truthful account of past results may still mislead when it would leave a reasonable person expecting the same outcome whatever the facts of their own case, and so may a comparison with other firms that is not substantiated. An appropriate disclaimer may keep either from being found misleading (ABA, checked 2026-10-04).
Rule 7.2 sets out the specific rules. It permits ads in any media and paying for them, but not paying anyone for recommending the lawyer, apart from listed exceptions. A "certified specialist" claim needs an approved or ABA-accredited certifier named in the ad, and every ad has to identify at least one responsible lawyer or firm by name, with contact information (ABA, checked 2026-10-04). Even so, the rule's comments allow a lawyer to say they "specialize in" a field on the strength of experience or training, as long as the claim meets Rule 7.1's standard (ABA, checked 2026-10-04).
Live pitches are Rule 7.3's territory. It forbids soliciting work in person, on a live phone call or over real-time video when a significant motive is financial gain, with listed exceptions (ABA, checked 2026-10-04). Under its Comment [1], a website, a banner ad or a result "automatically generated in response to electronic searches" does not count as solicitation (ABA, checked 2026-10-04). Older guides cite Rule 7.4 for specialization; the ABA now marks 7.4 and 7.5 deleted (ABA, checked 2026-10-04).
How do New York, Florida and Texas differ?
| What to check | New York | Florida | Texas |
|---|---|---|---|
| Filing ads with the bar | No filing duty in Rule 7.1 | At least 20 days before first use, unless exempt | Within 10 days after first use, unless exempt |
| The firm's website | Covered by Rule 7.1 like any ad | Exempt from filing | Only homepage content may need filing |
| Required in every ad | Name and contact information of a responsible lawyer or firm | Name of a lawyer or the firm, and the city, town or county of a bona fide office | Name of a responsible lawyer and the primary practice location |
| "Specialist" or "expert" | Allowed if not misleading; "certified" needs an approved certifier named in the ad | Only if certified or objectively verifiable | Certification claims only through the Texas Board of Legal Specialization or a body it accredits |
New York changed the most. A joint order of the Appellate Division dated May 27, 2026 amended Rules 1.0, 7.1, 7.3 and 7.4, effective June 1, 2026 (NY Courts, checked 2026-10-04). Rule 7.1 now has four paragraphs that follow the ABA text, with no label, filing or copy-keeping duty (NYSBA, checked 2026-10-04). A State Bar Association article says the "Attorney Advertising" label, the required "Prior results do not guarantee a similar outcome" line and the filing and recordkeeping duties for solicitations are gone, and suggests lawyers may want to consider keeping that disclaimer (NYSBA, checked 2026-10-04).
Florida reviews ads before they run. Rule 4-7.19(a) requires each ad to be filed with The Florida Bar at least 20 days before first dissemination; Rule 4-7.20 exempts the firm's website and ads with no illustrations that carry only basic facts listed in Rule 4-7.16, such as contact details and fields of practice (The Florida Bar, checked 2026-10-04). Its handbook says paid search results are subject to the advertising rules, and Rule 4-7.19(j) requires keeping a copy of each ad for three years after its last use, with a record of when and where it ran.
Texas checks them after. Under rules the Supreme Court of Texas adopted effective July 1, 2021 (Misc. Docket No. 21-9061), Rule 7.04 requires filing with the State Bar's Advertising Review Committee within 10 days after an ad is first disseminated, and offers optional pre-approval for an ad submitted at least 30 days before first use (Supreme Court of Texas, checked 2026-10-04). I checked the text of that order only, so confirm the current rule with the State Bar of Texas.
Which claims in your ads need a second look?
| Claim in the ad | Rule | What to check |
|---|---|---|
| "Board certified" or "certified specialist" | ABA 7.2(c); FL 4-7.14(a)(4); TX 7.02(b) | Is the certifier approved or accredited, and named in the ad? |
| "Specializes in" or "expert" | ABA 7.2 comment [9]; FL 4-7.14(a)(5), (6) | Can you verify it for the named lawyer? Florida wants a disclaimer on a firm-wide claim unless every lawyer qualifies |
| A settlement or verdict amount | ABA 7.1 comment [3]; FL 4-7.13(b)(2); TX 7.01(g) | Verifiable and typical? In Texas, a reduced or lower-settled verdict needs what the client received, as prominently |
| "No recovery, no fee" | FL 4-7.14(a)(7); TX 7.02(c) | Does the ad say whether the client pays costs and other expenses? |
| "Best", "top" or "#1" | ABA 7.1 comment [3]; FL 4-7.13(b)(3) | Can you substantiate the comparison? |
| "Over 20 years of experience" | ABA 7.1 comment [2]; FL comment to 4-7.13 | One lawyer's years, or the firm's added up? |
| A client's review or quote | FL 4-7.13(b)(9); FTC 16 CFR Part 465 | Real, the client's own words, typical, nothing of value given, with a "may not get the same results" disclaimer? |
| A competitor's name as a keyword | FL 4-7.13(b)(12) | Is your firm's name the first text in the ad? |
| No name or location | ABA 7.2(d); FL 4-7.12(a); TX 7.02(a) | Does every ad version carry what your state requires? |
What does this mean for your Google search ads?
A responsive search ad, the Google text ad built from headlines and descriptions you write, takes up to 15 headlines and 4 descriptions and shows combinations Google picks; a headline pinned (fixed) to position 1 always shows (Google, checked 2026-10-04). So every headline has to pass the table above on its own, because any of them can appear beside any other. Pinning is how a required line shows in every combination. Whether that line, the landing page or both meet the requirement is for your bar to say; the Florida handbook does not mention responsive search ads, so ask the Bar how to file one.
On bidding on another firm's name, the most specific text I found is Florida's Rule 4-7.13(b)(12). It bars presenting information so that someone searching for a particular lawyer unknowingly contacts a different one, and its comment says the triggered ad is not misleading if the first text shown is the advertising firm's name, plus the responsible lawyer's name when the firm's trade name has no partner's name in it (The Florida Bar, checked 2026-10-04). Pinning your firm's name to headline position 1 keeps it first.
Google Ads change history covers the past 2 years (Google, checked 2026-10-04), so export each new ad version with its dates and campaigns. For what the clicks cost per signed case, see PPC for lawyers.
What about Local Services Ads, landing pages and reviews?
Local Services Ads are Google's pay-per-lead ads for local providers (Google, checked 2026-10-04). Comment [5] to ABA Rule 7.2 allows paying for leads on several conditions, one being that the lead generator makes no recommendation of the lawyer; whether a platform's badge or ranking amounts to a recommendation in your state is for your bar to say. Lead generation for lawyers covers paying per lead.
Landing pages get no pass: Florida's handbook says ads exempt from filing must still follow the other advertising rules, and a comment to Texas Rule 7.05 says the whole website must comply (Supreme Court of Texas, checked 2026-10-04).
The ABA Model Rules do not mention testimonials by name. Florida's Rule 4-7.13(b)(9) sets six conditions, listed in the FAQ below, including a disclaimer that the reader may not get the same or similar results (The Florida Bar, checked 2026-10-04). The FTC's review rule, in effect since October 21, 2024, bans fake reviews and incentives conditioned on a review's sentiment (FTC, checked 2026-10-04). ABA Comment [2] to Rule 7.2 counts vouching for a lawyer's abilities as a recommendation, so ask your bar before tying a gift to a review request.
How do you check a results or experience claim before it runs?
Illustrative: the personal injury firm here, its settlements and its lawyers' years of practice are all invented; none of the figures comes from a client.
The firm settled 10 cases last year: $18,000, $22,000, $25,000, $27,000, $30,000, $31,000, $35,000, $38,000, $44,000 and $630,000. The agency proposes the headline "Average settlement $90,000".
| Measure | Formula | Made-up result |
|---|---|---|
| Average | Total recovered ÷ number of cases | $900,000 ÷ 10 = $90,000 |
| Median | The middle case once sorted; with an even count, the average of the two middle cases | ($30,000 + $31,000) ÷ 2 = $30,500 |
| Share at or above the claim | Cases at or above $90,000 ÷ all cases | 1 ÷ 10 = 10% |
The headline is arithmetically true, yet nine of ten clients got less than half of it: the kind of gap Comment [3] to ABA Rule 7.1 is about. Bring the median and the share to whoever approves the ad. Had the $630,000 case started as a larger jury verdict, a Texas ad naming the verdict would also have to state, at least as prominently, what the client finally received.
The firm's three lawyers have 12, 6 and 4 years of practice: 12 + 6 + 4 = 22. "Over 20 years of experience" is true only of the three added up, and Florida's comment to Rule 4-7.13 names that use as a material omission, a missing fact that changes the meaning. No single lawyer here has more than 12.
What should your agency answer before an ad goes live?
For ownership and contracts, see 10 questions before you sign with an agency.
- Before a new headline, description, landing page or testimonial runs, who at the firm approves it, and where is that approval saved?
- Which state's rules did you check this account against, and on what date?
- Which headlines are pinned, and does every ad version carry what my state requires?
- Does anything need filing with the bar, and who tracks the deadline?
- Where are dated copies of every ad version kept, and for how long?
- Are any keywords another firm's or lawyer's name?
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Frequently asked questions
When were lawyers allowed to advertise?
Since 1977. In Bates v. State Bar of Arizona, decided June 27, 1977, the Supreme Court held that a state could not discipline two lawyers for a truthful newspaper ad listing their fees for routine services, because the First Amendment protects it. The Court left states room to restrain advertising that is false, deceptive or misleading.
Do New York law firm ads still need the 'Attorney Advertising' label?
Not under the rules in force since June 1, 2026. The amended Rule 7.1 requires that a communication not be false or misleading and that it name at least one responsible lawyer or firm, with contact information, and an article published by the New York State Bar Association says the label requirement was eliminated. An older checklist that starts with the label predates the change.
Can a law firm bid on another law firm's name in Google Ads?
The ABA Model Rules do not mention keywords. Florida's Rule 4-7.13(b)(12) bars presenting information so that someone searching for a particular lawyer unknowingly contacts a different one, and its comment says the triggered ad is not misleading if the first text shown is the advertising firm's name (plus the responsible lawyer's name if the firm uses a trade name with no partner's name in it). Ask your own state bar before you bid on a competitor's name.
Do I have to file my Google Ads with the state bar?
It depends on the state. Florida requires each ad to be filed at least 20 days before first use, with exemptions that include the firm's own website and ads with no illustrations that carry only basic listed facts. Texas requires filing within 10 days after an ad is first disseminated unless an exemption applies, and New York's amended Rule 7.1 has no filing requirement.
Can a lawyer say they specialize in an area of law?
Under the ABA Model Rules, yes, if the statement is not false or misleading; a claim to be certified as a specialist needs certification from an approved or ABA-accredited organization that the ad names. Florida asks that specialist or expert claims rest on certification or be objectively verifiable, and Texas allows certification claims only for the Texas Board of Legal Specialization or an organization it accredits.
Can I put client reviews in my law firm's ads?
Check your state's rule first, because the ABA Model Rules do not mention testimonials by name. Florida allows them only from someone qualified to judge, describing their own experience, typical of what clients generally experience, not written by the lawyer, given nothing of value, and with a disclaimer that the reader may not get the same or similar results. The FTC's rule on reviews, in effect since October 21, 2024, also bans fake reviews and incentives tied to a review's sentiment.