Know what to check before you publish

A website claim, a client testimonial and a targeted message can raise different issues. These guides organize the rules by the questions that come up in day-to-day legal marketing: what you can say, which disclosures you need, when filing or recordkeeping applies, and how direct outreach is treated.

Each guide links to official court, regulator or state bar sources. Where research is incomplete, the guide says so rather than treating a missing answer as permission.

What can count as attorney advertising online?

A paid placement is only one part of the picture. A firm’s practice-area page, search ad, directory profile, social post or video can communicate claims about its services. The comment to ABA Model Rule 7.1 applies its truthfulness standard to communications about legal services, not just paid ads.

The ABA Model Rules are models for jurisdictions, not a nationwide advertising code. The applicable state rules and other law control. Whether a particular post is an advertisement, needs a label or must be filed requires a separate state-specific check.

• Content you publish: review website copy, attorney bios, landing pages, profile descriptions and promotional videos together. Paying for distribution is not the only reason to check a claim.
• Reviews you reuse: distinguish a client’s independent review from a testimonial your firm selects for its website or ad. Review the reused message and any applicable consent or disclosure requirements.
• People you contact: a public post and a message aimed at someone known to need legal help are different situations. The ABA’s solicitation commentary distinguishes general advertising from solicitation and live person-to-person contact from written messages a recipient can disregard. That distinction does not make every email, text or direct message permissible; state rules and other laws still matter.

Common compliance problems to check before launch

These examples identify review questions, not automatic findings of a violation. The wording, audience, medium and applicable jurisdiction can change the answer.

• Turning a result into a promise. A settlement graphic paired with “You could be next” can imply an outcome the firm cannot substantiate. The ABA’s guidance on results and comparisons explains why even accurate facts can mislead. A footer disclaimer is not an automatic cure.
• Making credentials sound broader than they are. “Certified specialist” is not interchangeable with “handles these cases.” Under ABA Model Rule 7.2, certification claims require qualifying certification and identification of the certifier. Check the state’s wording before adding a badge or headline.
• Leaving out who is responsible. A standalone landing page can lose information shown elsewhere on the website. Model Rule 7.2 requires responsible lawyer or firm identification and contact information; states may specify additional details.
• Treating a referral payment like an ordinary ad expense. Paying for placement is different from compensating someone to recommend the firm. Model Rule 7.2 restricts payments for recommendations, with defined exceptions. Review the arrangement, not just the invoice label.
• Sharing client information to strengthen a marketing claim. A case story or review response may reveal information relating to a representation. ABA Model Rule 1.6 addresses confidentiality, including informed consent and other permitted grounds for disclosure. Do not treat a marketing goal as permission to disclose.

Build the review into production: identify the applicable jurisdictions, check the final copy and graphics together, and confirm state-specific disclosures, solicitation limits, filing and retention obligations before release.

Use the guide. Read the source.

Choose a state, find the topic you are working on, then follow the linked rule for its full requirements and exceptions. You can share the state link or print a branded copy for a campaign review.

Rules and guidance change. Check the source-check date and any listed amendments, and have the actual communication reviewed before it goes out.