What the Law Society of Ontario allows
Marketing is allowed in any form, from a website to Google Ads, if it passes one three-part test:
"A lawyer may market legal services only if the marketing (a) is demonstrably true, accurate and verifiable; (b) is neither misleading, confusing, or deceptive, nor likely to mislead, confuse or deceive; and (c) is in the best interests of the public and is consistent with a high standard of professionalism." (LSO Rule 4.2-1)
"Marketing" covers ads, firm and trade names, letterhead, business cards and logos (Rule 4.2-0). Every marketing piece must also say you are licensed as a lawyer (Rule 4.2-1.1). Licensed paralegals follow the separate Paralegal Rules of Conduct.
What can't I say in my ads?
The commentary to Rule 4.2-1 lists two groups (LSO Rules, Chapter 4):
| May breach the rule | Does breach the rule |
|---|---|
| Dollar amounts recovered or win rates, unless paired with a past-results statement (below) | Offering services you can't yet perform competently |
| Suggesting you are better than other lawyers | Bait and switch: advertised prices or terms you don't actually give |
| Raising expectations | Hiding that you refer clients out for a fee |
| Calling yourself "aggressive" | Not saying whether lawyers, paralegals or both do the work |
| Disparaging others | Awards, rankings or endorsements that are not bona fide |
| Testimonials with emotional appeals |
Two outright bans sit beside the test. Rule 4.2-1.2: "The marketing of second opinion services is prohibited." And Rule 4.1-2 bars offering services by means that are false, coercive, take advantage of someone vulnerable or recently traumatized, or aim to pull a person away from the lawyer they already retained (LSO Rules, Chapter 4).
Can I advertise past results and case wins?
Yes, with a qualifier. The commentary flags results unless they come with
"a further statement that past results are not necessarily indicative of future results and that the amount recovered and other litigation outcomes will vary according to the facts in individual cases" (LSO Rule 4.2-1, Commentary 2(a))
The number must be "accompanied by" that statement, so put it next to the number, not only in the footer. Clients' details are still confidential under Rule 3.3-1, so get consent before naming a case (LSO Rules, Chapter 3).
Can I say "best lawyer" or show awards and reviews?
Only if the award is real and earned. The Law Society reads "awards" and "rankings" broadly:
"The terms 'awards' and 'rankings' are intended to be interpreted broadly and to include superlative titles such as 'best', 'super', '#1' and similar indications." (LSO Rule 4.2-1, Commentary 5)
An award breaches the rule if it does not reflect your actual performance, did not come from a reasonable evaluation, was given partly because you paid, or you can't show it complies. The commentary asks for extra care with mass ads such as internet, TV, billboard and transit ads, where people have little time to read context.
Client reviews and testimonials face the same test, and testimonials with emotional appeals may breach it (Rule 4.2-1, Commentary 2(f)).
Can I call myself a specialist or an expert?
Only if certified by the Law Society.
"A lawyer shall not advertise that the lawyer is a specialist in a specified field unless the lawyer has been so certified by the Law Society." (LSO Rule 4.3-1)
Certified specialists may use "C.S." or "Certified Specialist [area of law]." Anyone else may not use any title from which a person "might reasonably conclude" they are certified (By-Law 15, s. 20). You may still list practice areas, say your practice is limited to one area, and describe your experience, as long as it is demonstrably true (Rule 4.3-1, Commentary 4).
This is a real difference from the US. Since June 1, 2026, New York lets a lawyer say they are a "specialist" based on experience or training if the claim is not misleading; only a "certified" claim needs certification (NYSBA). In Ontario, "specialist" without certification is not allowed.
What do I have to show when I advertise fees?
| You advertise | You must | Rule |
|---|---|---|
| Any fee | Be precise about the services covered, say whether disbursements, third-party charges and taxes are extra, and charge it in every case | 4.2-2 |
| A residential real estate price | Include everything except HST and the listed government and third-party disbursements, and say those are extra | 4.2-2.1 |
| Contingency fees ("no win, no fee") | Publish a general maximum contingency percentage on your website, or give it at first contact if you have no site (class actions and larger business clients are exempt) | 3.6-2.2 |
The real estate rule applies to a price shown on a webpage or sent in response to a web request, unless it is a specific quote based on the actual file (Rule 4.2-2.1, Commentary 3).
Can I pay for referrals or leads?
Not to non-lawyers. Rule 3.6-7 bars giving "any financial or other reward to any person who is not a lawyer or paralegal for the referral of clients" (LSO Rules, Chapter 3). Rule 3.6-7.1 adds that you can't do it indirectly.
Referral fees between licensees are allowed under Rule 3.6-6.1, with a signed referral agreement in the Law Society's form, and a cap: 15% of the first $50,000 in fees, 5% of fees above that, and no more than $25,000 in total (LSO Rules, Chapter 3). If you refer files out for a fee, your marketing must say so clearly (Rule 4.2-1, Commentary 3(c)).
Example
Personal injury firm website
The home page says "Ontario's #1 injury firm" and "$2 million recovered for a client." Under the commentary, "#1" is a ranking that must be bona fide and verifiable, and the $2 million needs the past-results statement beside it. The firm drops "#1", keeps the result with the statement, and publishes its maximum contingency rate, say 30%, on the fees page.
Family lawyer's Google ad
The ad reads "Family law specialist, free second opinion." Both breach the rules unless she is a certified specialist, and second-opinion marketing is banned outright. She changes it to "Family law, 15 years' experience" and offers a "consultation."
Real estate lawyer's price
He advertises "$999 purchase closing." The price must include everything except HST and the permitted disbursements, the ad must say those are extra, and he must honour $999 on every deal.
Different for you?
- You also practise in a US state: see attorney advertising disclaimer and law firm website advertising rules.
- You buy leads or pay a referral service: see can lawyers pay for leads? for the US side; in Ontario, Rule 3.6-7 above controls.
- You email or text prospects: see CASL consent to text or email Canadian leads.
- You run Google Ads: see Google Ads for lawyers.
- You want a site that meets these rules and books consults: see the Website agent.