A midsize law firm, hungry for new clients, ran a digital campaign boasting “guaranteed results” only to be hit with a state bar investigation and public embarrassment. One trending ad cost them more than it ever delivered.

The legal marketing landscape quickly punishes overreach and half-truths. When Expio partners with legal clients, we engineer every message to pass the toughest bar review, so our clients gain new clients for their integrity, not in spite of overlooked risks.

Law firms and legal professionals must treat all digital content and advertising as part of a strict compliance regime, guided by bar regulations, Federal Trade Commission standards, and evolving best practices.

The Non-Negotiable Ethical Rules

Legal marketing must always prioritize the profession’s ethical obligations:

• No misleading messages: Every claim you make must be truthful, not likely to mislead, and supported by evidence.
• No guarantees of outcome: Promising any result or specific legal outcome is forbidden.
• Client privacy is absolute: Never reveal confidential information, even with partial details.

For detailed guidance, consult the American Bar Association’s Marketing & Advertising Resource Center. 

Dos: Building Trust and Authority

• Disclose credentials and experience truthfully. Highlight what makes your practice unique, but stick to facts.
• Cite legal sources and explain changes in law. Provide value—don’t just advertise services.
• Use plain language: Avoid jargon, making resources accessible to your audience.

Don’ts: Avoid Costly Pitfalls

• Don’t reference past case results without clear disclaimers. Many states prohibit this without noting that outcomes vary.
• Don’t use testimonials that reference specific case outcomes unless compliant with local bar rules.
• Never solicit clients in a way that could be construed as harassment, intimidation, or coercion.

Navigating FTC Regulations

All legal ads are also bound by Federal Trade Commission rules on truth-in-advertising, which prohibits any unfair or deceptive representations. Digital content must meet the same transparency and clarity as any television, radio, or print ad.

For further guidance, visit the FTC’s Advertising and Marketing page.

Stay Current: The Rules Change Frequently

Bar advertising rules are not static. Review them at least quarterly, and whenever your firm expands to a new state or practice area.

Conclusion: Compliance Is Your Best Marketing

The law is unforgiving to firms that cut corners. The firms that thrive make ethics and compliance central to their brand, and their results show it. Let the integrity of your content prove your practice’s value. Your ideal clients are searching for those who play by the rules and play to win.

Contact Expio today for a free consultation.