The rule every bar shares
Your website, ads, social pages and Google profile are all "communications" about your services, and none may be false or misleading. New York's rule, which since June 1, 2026 follows the ABA model wording (Appellate Division joint order, NYSBA), says it in two sentences:
"A lawyer shall not make a false or misleading communication about the lawyer or the lawyer's services. A communication is false or misleading if it contains a material misrepresentation of fact or law, or omits a fact necessary to make the statement considered as a whole not materially misleading." (NY Rules of Professional Conduct, Rule 7.1(a))
The detail differs by state and province. Florida's rules, for example, apply to Florida lawyers advertising services in Florida and cover "websites, social networking, and video sharing media" (Florida Bar Handbook). Check the rule of every bar you're admitted in.
What a page may say: the quick table
| On the page | ABA-model rule (New York since June 2026) | Florida | Canada (Model Code) |
|---|---|---|---|
| Case results, dollar amounts | Allowed if true and not presented as what every client will get; a disclaimer may help | Only if "objectively verifiable"; can't omit facts that mislead | Needs a statement that past results don't predict future ones and outcomes vary by case |
| Client testimonials | Allowed if not misleading | Six conditions (below) | Testimonials with "emotional appeals" may breach the rule |
| "Specialist", "specializes in" | Allowed if true; "certified specialist" only with a named accredited certifier | Only if objectively verifiable; "board certified" only if certified | Only if certified by your law society |
| "Best", "top", "#1" | May mislead if it can't be substantiated | Only if objectively verifiable | "Suggesting qualitative superiority" may breach the rule |
| Awards and ratings | Not misleading | Exact award name, who gave it, the year | Must be true and verifiable |
New York also dropped its "Attorney Advertising" label requirement on June 1, 2026. It still requires every communication, your website included, to give the name and contact information of at least one responsible lawyer or firm: a phone number or an office address (NY Rule 7.1(d) and Comment 10, NYSBA).
Sources: NY Rule 7.1 and comments, NYSBA summary of the amendments, Florida Bar Handbook, Model Code rules 4.2-1 and 4.3-1.
Can a law firm post past results?
In ABA-model states, yes, but a true result can still mislead:
"A communication that truthfully reports a lawyer's achievements on behalf of clients or former clients may be misleading if presented so as to lead a reasonable person to form an unjustified expectation that the same results could be obtained for other clients in similar matters without reference to the specific factual and legal circumstances of each client's case." (NY Rule 7.1, Comment 3)
The same comment says a disclaimer "may preclude a finding" that a statement misleads. New York dropped its required wording ("Prior results do not guarantee a similar outcome") on June 1, 2026, but the NYSBA summary suggests lawyers may still want to use it (NYSBA).
Florida also counts as misleading a result that hides that a judgment was uncontested or by default, or far below the actual damages, and you need the client's informed consent to advertise it, even if the result is public record (Florida Bar Handbook). In Canada, the Model Code lists stating an amount recovered without that warning as marketing that may breach the rule (Model Code 4.2-1, commentary).
Safe pattern: show the result with the case type and what made it unusual, then one line such as "Past results don't guarantee a similar outcome. Every case depends on its facts."
Can I put client testimonials and Google reviews on my site?
Usually yes, with care. Florida has the most detailed test. A testimonial is prohibited unless (Florida Bar Handbook, Rule 4-7.13(b)(9)):
- The person is qualified to judge what they're praising.
- It's their own experience.
- It's typical of what your clients generally experience.
- You didn't write or draft it.
- They got nothing of value for it.
- If it mentions a result, the page says clearly that others may not get the same or similar result.
Florida also requires the client's informed consent to use a testimonial about their matter (same handbook). In New York, presenters at a state bar program agreed any testimonial needs the person's permission to use their name, image and likeness (NYSBA). In Canada, avoid testimonials with emotional appeals (Model Code).
A reposted Google review is a testimonial on your page. Pick ones that describe service, not a dollar amount, or add the results line.
Can I call myself a specialist?
| Where | "Specialist" / "specializes in" | "Certified specialist" |
|---|---|---|
| New York (ABA model) | Allowed if based on experience, training or education and not misleading | Only if certified by an approved or ABA-accredited organization, named on the page |
| Florida | Only if objectively verifiable; a firm needs at least one such lawyer, and a disclaimer if not all are | Only if Board Certified; name the certifier |
| Canada (Model Code) | Not allowed unless certified by your law society; "expert" is treated the same | Only if your law society certified you |
Sources: NY Rule 7.1(c) and Comment 7, Florida Bar Handbook, Rule 4-7.14(a)(4), Model Code 4.3-1.
"A lawyer must not advertise that the lawyer is a specialist in a specified field unless the lawyer has been so certified by the Society." (Model Code of Professional Conduct, 4.3-1)
Safer wording in all three: say what you do, such as "practice limited to" or "focuses on." New York, Florida and the Model Code all let you name or limit your practice areas, if true (sources above).
SEO and Google Ads for lawyers: same rules
SEO pages, blog posts and ads are communications too, so the same limits apply (NY Rule 7.1, Comment 1). A practice-area page titled "Best DUI Lawyer in Tampa" breaks Florida's comparison rule: the handbook says calling yourself "the best" can't be factually substantiated. In Florida, your own website is exempt from filing for bar review, but TV, radio, print and internet ads must be filed at least 20 days before first use, unless they carry only basic "safe harbor" facts (Florida Bar Handbook). Google's own legal-services ad policy is separate: Google Ads for lawyers.
Canada: law societies built the Model Code together, and the Federation's Interactive Model Code links each rule to every law society's version (FLSC). Check your province's rule number before publishing.
Example
A New York injury firm
Homepage banner: "$2.4 million for a crash victim." Under the 2026 rule it isn't banned, but alone it suggests every client gets millions. Adding "rear-end crash, permanent spinal injury; past results don't guarantee a similar outcome" gives the context the comment asks for.
A Florida family lawyer
The site quotes a five-star Google review: "She got me full custody!" That's a result, so the page needs the "you may not get the same result" line, and the client's consent.
An Ontario employment lawyer
Title tag: "Employment Law Specialist Toronto." Without law society certification, that breaks the specialist rule. "Employment lawyer, practice limited to workplace law" says the same thing safely.
Different for you?
- Running Google Ads or Local Services Ads: Google Ads for lawyers.
- Injury firm losing cases to faster firms: personal injury intake.
- Asking clients for reviews: asking for reviews rules.
- Want the site reviewed against your bar's rules: Website.