Legal Marketing

You can brag in legal ad, but back it up, says state supreme court


Florida lawyers can now list their successes in advertising, a divided state Supreme Court ruled Thursday, but the information must be verifiable, the Associated Press reports.

One still can’t describe oneself in advertising as “the best trial lawyer in Florida,” the opinion (PDF) notes. But one could advertise that he or she obtained four acquittals for a client, providing it’s “objectively verifiable.”

Previously, the court prohibited legal advertising that characterized the quality of legal services offered. The opinion adopts a recommendation from the Florida Bar, with some modifications. Also, the opinion covers legal advertising on websites and more traditional forms.

“The proposals are designed to make the advertising rules more cohesive, easier for lawyers who advertise to understand and less cumbersome for the bar to apply and enforce,” the majority wrote.

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