Rule Library · Florida
Attorney advertising rules in Florida
What follows is what Florida’s published rules require of a law firm’s own advertising, in the order it usually matters: the label, past results, what you may claim about specialization, testimonials, fee statements, and filing.
This is a reading of published rules, not legal advice. Your bar, and you, decide what may be published.
The rule areas
- Advertising labelnot yet verified
- We have not read Florida’s text on this rule area yet, so we will not cite a rule number for it. The bar’s own URL is in the margin.
- Prior resultsCleared
- Any reference to past results must be objectively verifiable, and testimonials referencing results must include the disclaimer that the prospective client may not obtain the same or similar results. Rule 4-7.13(b)(2), (b)(9)(F).
- Specialization claimsCleared
- A lawyer may not claim to be 'board certified' or 'certified' unless certified under Chapter 6 (Florida's own board certification program) or, for specialization/expertise claims generally, unless objectively verifiable by certification, education, training, experience or substantial involvement. Rule 4-7.14. Florida has its own Board Certification program administered by The Florida Bar (Chapter 6, Rules Regulating The Florida Bar).
- Bar filingCleared
- Yes. Direct mail/direct email and TV, radio, print, and internet advertisements (other than lawyer/firm websites) must be filed with The Florida Bar's Ethics and Advertising Department at least 20 days before first use/dissemination (allows a 15-day evaluation period plus 5 days mailing time). Fee: $250 per ad if timely filed, $750 if filed late. Exemptions include lawyer/firm websites, listings in law lists/bar publications, mailings to lawyers/current/former clients, communications requested by a prospective client, and content limited to 'safe harbor' presumptively valid content under Rule 4-7.16.
- TestimonialsCleared
- Permitted, but a testimonial is deceptive/inherently misleading unless: it reflects the actual experience of the person giving it, is from someone qualified to evaluate the matter, represents what clients of that lawyer/firm generally experience, was not written or drafted by the lawyer, the person was not compensated for it, and it includes a disclaimer that the prospective client may not obtain the same or similar results.
- Fee statementsnot yet verified
- We have not read Florida’s text on this rule area yet, so we will not cite a rule number for it. The bar’s own URL is in the margin.
Rules 4-7.19, 4-7.20
Rule 4-7.13(b)(9)
What changed recently
Florida adopted an online ad-submission portal (MyFloridaBar Member Portal) effective July 2026 per the bar's own filing-requirements page, so filing mechanics changed very recently; content rules (4-7.13/4-7.14) reflect the bar's current published text.
Check your firm’s site against Florida’s rules.
We read your home page and up to 4 more, then name each place your copy is missing something these rules require.