Florida is a strict-filing state requiring pre-approval of most lawyer advertisements before use, with mandatory submission to The Florida Bar at least 20 days in advance. The state's comprehensive advertising rules (Rules 4-7.11–4-7.22) restrict deceptive content, manipulative tactics, unverifiable claims, and solicit-in-person conduct. Florida's approach is significantly stricter than the ABA Model Rules, including explicit filing fees ($250 timely/$750 late, effective July 1, 2026) and a 15-day review period.
⚠️Ad-filing state: Florida requires most advertisements to be filed with The Florida Bar at least 20 days before first use, subject to a 15-day review period. Filing fees are $250 per advertisement for timely filings (20+ days in advance) and $750 for late filings (less than 20 days), effective July 1, 2026. Filings must be submitted to the Ethics and Advertising Department, 651 E. Jefferson Street, Tallahassee, FL 32399-2300, or via the MyFloridaBar Member Portal. Any change to an approved advertisement (wording, images, layout, color) requires a new filing and fee, except corrections required by Bar opinion.
Required disclaimers and content
Rule 4-7.12(a)Every advertisement must contain the name of at least one lawyer or the law firm, a bona fide office location (by city, town, or county where services will be performed on a regular, continuing basis), and all required information must be clear, conspicuous, and clearly legible if written or intelligible if spoken.
False or misleading communications
Rule 4-7.13No advertisement may contain deceptive or inherently misleading material statements that are factually or legally inaccurate, or omit information necessary to prevent the advertisement from being misleading.
Potentially misleading statements
Rule 4-7.14Advertisements containing literally accurate but potentially misleading statements, varying interpretations of facts, awards/ratings claims, or cost disclosures must include sufficient clarifying information; advertisements must not misuse statistics, case results, or qualifications lacking objective verification.
Unduly manipulative or intrusive content
Rule 4-7.15Advertisements must not appeal to prospective clients' emotions rather than rational evaluation, use authority figures or actors posing as authority figures for endorsement, offer economic incentives beyond discounted fees, or use images/sound/dramatization designed to manipulate rather than inform.
Solicitation and direct contact restrictions
Rule 4-7.18(a)(1)Lawyers may not solicit in person or permit employees/agents to solicit in person for professional employment from prospective clients with whom they have no family or prior professional relationship when the primary motive is pecuniary gain; direct mail/email/text/targeted social media to prospective clients must comply with additional restrictions and filing requirements.
Specialization and board certification claims
Rule 4-7.21Only lawyers board certified in a specific area may claim certification/specialization in that area; law firms claiming specialization must disclose in a clear and conspicuous disclaimer if not all lawyers in the firm meet that criteria; specialization claims must be objectively verifiable by board certification or documented education/training/experience.
