VerifiedLast verified against primary sources: 2026-07-08· Regulator: The Florida Bar — Standing Committee on Advertising
Rules Regulating The Florida Bar, Subchapter 4-7 (Information About Legal Services). Materially amended by the Supreme Court of Florida in In re: Amendments to Rules Regulating The Florida Bar — Subchapter 4-7, No. SC2022-1294 (2023). The previous mandatory verbatim disclaimers were replaced with a flexible “clear and conspicuous disclaimer” standard. The legacy wording remains a recognized safe harbor.
Not legal advice. Educational reference only — confirm with the state regulator or your ethics counsel before running any ad.
§ 1
Required content in every ad
“clearly legible and reasonably prominent”
Every advertisement must include the name of at least one lawyer, or the law firm, responsible for its content, and the city, town, or county of a bona fide office of that lawyer or firm. All required information must be “clearly legible and reasonably prominent” and must appear in the same language used in the advertisement.
Rule 4-7.12; Rule 4-7.12(d); Rule 4-7.12(c)
On Meta: Put the firm name and office city in the primary text or on the creative itself. The Bar has found geographic disclosures buried in a paragraph of fine-print disclaimers to be non-compliant; bold or visually separated placement has been accepted.
§ 2
Dramatizations
“clear and conspicuous disclaimer that it is a dramatization of either a real or fictitious event”
A re-creation or staged scene that a reasonable viewer would not recognize as a dramatization from context requires a “clear and conspicuous disclaimer that it is a dramatization of either a real or fictitious event.” Since the 2023 amendment, the exact wording is discretionary; the pre-2023 mandatory phrase “DRAMATIZATION. NOT AN ACTUAL EVENT.” remains the recognized safe-harbor language and is what we recommend using.
Rule 4-7.13(b)(6), as amended by SC2022-1294
On Meta: For video and image ads depicting an injury scene, accident re-creation, or staged “client” moment: burn the disclaimer into the creative, on-screen for the full duration of the dramatized footage, at a size and contrast a viewer will actually read. Fine print does not satisfy “clear and conspicuous.”
§ 3
People who are not the lawyer, and actors
“clear and conspicuous disclaimer that the person is not an employee or member of the law firm”
If a voice or image could create the erroneous impression that the person speaking or shown is the advertising lawyer or works for the firm, the ad needs a “clear and conspicuous disclaimer that the person is not an employee or member of the law firm.” Likewise, an actor portraying a profession or occupation (a doctor, a nurse, an accident victim) requires a clear and conspicuous disclaimer that an actor is being used. The legacy safe-harbor formats were “Not an employee or member of law firm” and “ACTOR. NOT ACTUAL [profession].”
Rule 4-7.13(b)(5) and (b)(7), as amended by SC2022-1294
On Meta: This is the single most common trap in stock-photo creative for Florida campaigns: a generic “attorney at desk” or “nurse” image with no disclaimer. Add the disclosure to the creative, not just the caption.
§ 4
No predictions or guarantees of results
Any statement a consumer could reasonably read as a prediction or guarantee of success is prohibited. References to past results are allowed only if objectively verifiable, and advertising a client's result requires that client's informed consent even if the result is public record. Testimonials carry their own conditions under Rule 4-7.13(b), including that they reflect the actual experience of the person giving them.
On Meta: For mass tort hooks, this kills copy like “You may be entitled to $XXX,XXX” framed as an expected outcome. Settlement figures may only be referenced in ways that are verifiable and not framed as what the viewer will get.
§ 5
No implying Florida Bar approval
Ads may not state or imply that the ad, the lawyer, or the firm is approved by The Florida Bar, and members may not use the Bar's seal in advertising. A Standing Committee advisory opinion is not “approval” and cannot be advertised as such.
Rule 4-7.13(b)(10)
§ 6
Filing and review
Most Florida lawyer advertisements must be filed with The Florida Bar for review, with a filing fee, in advance of or upon first dissemination depending on media type. Websites are exempt from mandatory filing but must still comply with the substantive rules; specific website elements may be filed voluntarily. Confirm the current filing workflow and fee with the Bar before launch.
Rule 4-7.19; Rule 4-7.20
On Meta: Ad campaigns for Florida-side torts should be routed through the firm's filing process before spend begins. MTAA delivers final creative in time for the review window.
Exhibit — compliant Florida Meta ad (dramatized scene)
A 1:1 Meta feed unit using dramatized footage. Callouts show each element Florida requires and the rule that requires it. The dramatization line uses the pre-2023 safe-harbor wording, which still satisfies the amended “clear and conspicuous” standard.
Frequently asked
Does Florida still require the exact phrase “DRAMATIZATION. NOT AN ACTUAL EVENT.”?
No. Since the Supreme Court of Florida's 2023 amendments (SC2022-1294), Rule 4-7.13(b)(6) requires a clear and conspicuous disclaimer that the scene is a dramatization, but lawyers may choose the wording. The legacy phrase remains a safe harbor and is the simplest way to comply.
Do Florida lawyer ads have to be filed with the Bar?
Most do, under Rule 4-7.19, with limited exemptions in Rule 4-7.20 (websites are the notable exemption from mandatory filing). Confirm the current process and fee with The Florida Bar before launch.
What must every Florida lawyer ad contain?
Under Rule 4-7.12: the name of at least one lawyer or the law firm responsible for the ad, and the city, town, or county of a bona fide office — clearly legible, reasonably prominent, and in the same language as the ad.