| US: ABA Model Rules | Model Rule 7.1 bans false or misleading statements, and its comments warn that past results can create unjustified expectations. Rule 7.2 allows “certified specialist” only with a named, approved certifying body, and asks for the name and contact details of a responsible lawyer or firm. Rule 7.3 limits solicitation. States adopt their own versions, so the ABA chart of state differences is the place to start. | A responsible lawyer and office address on every page, certification wording checked against the body that certified you, and follow-up messages sent only to people who asked for them. |
| US: state variants | New York has required “Attorney Advertising” on a firm’s home page and the words “Prior results do not guarantee a similar outcome” with results and testimonials; Rule 7.1 was amended from June 2026, so check with your regulator for the current wording. In Texas, the only specialist wording is “Board Certified” with the Texas Board of Legal Specialization named, and paid spokespeople must be disclosed. Florida restricts past results and testimonials; part of its rule was struck down in court, so check with your regulator and the Florida Bar website checklist. California treats guarantees as misleading and limits “certified specialist” to State Bar-certified lawyers. | State-specific labels and disclaimers, “spokesperson” or “dramatization” captions on video, and a pre-launch check of your state’s current rules, including whether the site has to be filed with the bar. |
| England and Wales | The SRA Transparency Rules require published price and service information for set services, such as residential conveyancing, uncontested probate, employment tribunal claims, some immigration and motoring matters, and debt recovery for businesses. They also require your complaints procedure and regulatory details. Check the SRA’s current list before launch; it has consulted on widening it. The SRA clickable badge has been mandatory since November 2019. The SRA Code (paragraphs 8.8 and 8.9) requires accurate publicity, including on fees, and bans unsolicited approaches. The CAP Code covers claims such as “best”. | Price pages with totals or ranges, disbursements, VAT, stages, timescales and who does the work; the SRA badge on every page; and a complaints page with Legal Ombudsman details. |
| Scotland and NI | In Scotland, Law Society of Scotland rule B3 requires advertising to be accurate, not misleading and decent, and there is separate guidance on advertising fees. In Northern Ireland, the Solicitors’ Practice Regulations set publicity limits. Check with your regulator whether any separate publicity code applies. | Copy without “No. 1” claims, fee wording that meets the guidance, and your regulator and complaints route named on the site. |
| Canada | In Ontario, LSO rules require marketing to be demonstrably true, accurate and verifiable, and treat words like “best” as awards that must be genuine. “Specialist” is for LSO Certified Specialists only. If you market contingency fees, the LSO expects a maximum percentage on the site; check with your regulator for the exact requirement (LSO FAQ). BC and Alberta do not allow “specialist”. In Quebec, the Barreau’s code bans testimonials in advertising. | Province-specific copy, a contingency percentage beside every contingency message in Ontario, no review widgets on Quebec sites, and French where your clients need it. |
| Australia | Under rule 36 of the Solicitors’ Conduct Rules, advertising must not be false, misleading, deceptive or offensive, and “accredited specialist” is only for accredited solicitors. Queensland’s Personal Injuries Proceedings Act restricts injury advertising; the Queensland Law Society says “no win, no fee” may appear only on your own website, with clear disclosure of costs payable whatever the outcome. For injury advertising in NSW and Victoria, check with your regulator. Firms in a professional standards scheme show the limited-liability statement. | State-aware injury pages, a full cost disclosure block next to any no-win-no-fee wording, accreditation badges only for the people who hold them, and the scheme statement in the footer. |
