Many law firms utilize banner and pop-up ads in their advertisement campaigns. In fact, they are a great way to get your name out there and get recognized. So, before you start building out your campaign, you will want to check out our law firm marketing compliance tips for banner and pop-up ads.
Do you have an interest in other advertising rules for law firms? Check out:
Considerations
Time to go over key (abridged) considerations you should review as you are checking your banner or pop-up ads. These need to be met prior to sending them to the Florida Bar for filing and review. For comprehensive guidelines, please see the Rules Regulating the Florida Bar, Subchapter 4-7. One important note is that all information must be legible, reasonably prominent, and in the same language, as well as accurate and not misleading.
Expertise
A person viewing the ad should be able to objectively verify any references to the reputation, background, record, or skills of the attorney or firm. Specifically, be careful about any mentions of expertise or specialty, as described in our email tips for law firms.
Emotional Appeal
The banner or pop-up ad should express through rational means the fitness of the attorney to represent clients, rather than using emotional appeal.
Recognition
If you list any organizational recognition or membership within the ad, the entity must be bona fide, using selection criteria that are applied fairly and objectively.
Name & Location
The name of the law firm or at least one attorney must be listed on the ad, except for cases in which a lead generator, matching service, directory, ad program, or referral service is responsible for the ad (in which case that organization’s name must be included). You must also include the county or city of the location of at least one bona fide office of the firm.
No Fee Without a Win
If the banner or pop-up says the attorney will not be paid except in the case of a recovery, the ad must make it clear whether any fees will be charged if there is no recovery.
Actors
If your firm uses an actor in the ad to represent an attorney or other occupation, there should be a disclaimer stating, “ACTOR. NOT ACTUAL [occupation].”
Testimonials
If the ad contains any testimonials, they should not be given in exchange for anything of value. Additionally, They should depict the true experience of the client and the general experience of the firm or lawyer’s clientele. Lastly, the attorney cannot draft or write the testimonial.
Additional Marketing Compliance Resources
For more information on law firm marketing compliance, download the Handbook on Lawyer Advertising and Solicitation. Updated on July 7, 2022, it is an annual publication by the Standing Committee on Advertising. You also visit the Florida Bar website which has links to checklists, the handbook, and more. Use these to quickly reference general information on lawyer advertising including:
- How to file your ads with the Florida Bar
- Up-to-date rules regarding your advertising
- Sample ads
Sweet Results for Law Firms
These are just some of the more prominent regulations to note regarding Banner and Pop-Up Ads. There are numerous other regulations to be in compliance with, so let the experts handle the nitty gritty for you.
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