Florida Law Firm Ad Filing Rules: What Marketers Need to Know
Written by the ZAVYANS team · Last updated:
Quick Answer
In Florida, most lawyer advertising has to be filed with The Florida Bar for review. That changes how far in advance campaigns must be planned.
What usually needs filing
Under Florida Bar rules 4-7.19 and 4-7.20, most lawyer advertisements must be filed for review before they run, generally at least 20 days before first use, with some exceptions. Television, radio, print and most paid internet advertising are the usual cases.
What generally does not
A firm's own website is generally not filed unless its posts are sponsored or boosted. The content must still follow the substantive rules, including the required responsible-lawyer and office-location information under Rule 4-7.12.
Plan the calendar backwards
Build filing time into every paid campaign. Submit ad copy early, keep a log of what was filed and when, and do not run an ad that has not cleared the process.
Confirm current rules
Florida's rule numbers have changed over time, and older guidance can be out of date. Check the current rules with The Florida Bar or your counsel before you rely on any detail here.
Frequently asked questions
Does a Florida law firm website need to be filed?
Generally not, unless it contains sponsored or boosted content. It must still follow the content rules.
What is the responsible-lawyer requirement?
Ads must name at least one lawyer or firm responsible for the content, and show the bona fide office location, in a prominent and legible way.