Advertising by lawyers is governed by professional conduct rules that most marketing suppliers have never read, and they bind the firm rather than the agency. They cover what may be claimed, whether a lawyer may be called a specialist, how past results and client testimonials may be presented, and what has to be disclosed. Settling those first is what separates a campaign that runs from one that is rewritten after a review.
Claims about the firm are regulated communications
Rules prohibit false or misleading communications about a lawyer's services, and that reaches marketing copy, slogans and advertisements alike. Superlatives, implied guarantees and comparative claims without a substantiated basis are the usual problems. The workable rule is that anything a reasonable reader would treat as a claim needs a basis you could show your state bar.
Specialist and expert language is restricted
Describing a lawyer as certified or as a specialist is regulated in many jurisdictions and often requires certification by an approved body, which must be named. Marketing copy drifts toward this vocabulary naturally, so agree the permitted words at the start and give the list to whoever writes. It is far cheaper than a rewrite after review.
Case results and testimonials need context and consent
Past results are persuasive and tightly constrained: disclaimers that outcomes depend on the facts, care not to imply a predictive value, and client consent given confidentiality. Decide early whether the campaign will rely on results at all, because that decision shapes the entire creative approach and the approval timeline.
Build the review step into the schedule
Someone in the firm with responsibility for professional conduct should approve marketing alongside the marketing lead, and that review has a queue. Schedule it rather than treating it as a final rubber stamp. Rewrites at the end of a production cycle are where legal marketing budgets and goodwill are usually lost.
Questions people ask about law firm advertising
Can law firms advertise on television and radio?
Yes, subject to the same conduct rules plus any state-specific requirements about disclaimers, identifying the responsible lawyer and how results are portrayed. Broadcast rules are frequently more prescriptive than the general ones, so check before the production budget is committed.
What about paid search on competitor names?
Bidding on another firm's name is lawful in many circumstances and can raise separate conduct questions about misleading the consumer, particularly if the advertisement implies an association. Get your jurisdiction's position in writing before running it.
Are client reviews usable in advertising?
They are endorsements with disclosure obligations, may require consent given confidentiality, and may be further restricted by state rules. Many firms find anonymised descriptions of matters handled serve the reader as well and carry less exposure.
Who should approve the advertising?
A named person inside the firm with conduct responsibility, in addition to whoever runs marketing. Put them in the process from the brief onward, because the expensive failures come from reviewing at the end rather than from disagreements at the start.