Illinois follows the ABA Model Rules of Professional Conduct and does NOT require pre-filing or pre-approval of attorney advertising with the state bar—making it a standard/permissive regulation state like most (unlike Florida or Texas which demand filing). Advertising is governed by compliance rules rather than submission requirements. Recent amendments to Rule 7.2 (April 2025) and Rule 7.3 (July 2020) reflect evolving standards on intermediary services and solicitation.
False or misleading communications
Rule 7.1Illinois RPC 7.1 prohibits communications concerning a lawyer's services that are false or misleading. A communication is false or misleading if it contains a material misrepresentation of fact or law, or omits a fact necessary to make the statement not materially misleading, or is likely to create an unjustified expectation about results.
Advertising content and disclaimers
Rule 7.2 (amended April 1, 2025, eff. July 1, 2025)Illinois RPC 7.2 permits advertising subject to truthfulness standards. Advertising must not be false or misleading and must comply with the prohibitions of Rule 7.1. Ads must identify the lawyer or law firm and include required disclaimers about attorney qualifications and past results. As amended July 1, 2025, Rule 7.2 adds requirements for lawyers using intermediary connecting services (ICS) to ensure the service complies with specific confidentiality and professional independence standards.
Solicitation of clients
Rule 7.3 (amended July 17, 2020)Illinois RPC 7.3 restricts direct solicitation of prospective clients. A lawyer shall not solicit professional employment from a prospective client by written, recorded, or electronic communication or in-person, telephone, or real-time electronic contact if the prospect has made known a desire not to be solicited by the lawyer, or the solicitation involves coercion, duress, fraud, undue influence, or overreaching. As amended July 2020, Rule 7.3 clarifies restrictions on targeted direct mail and prohibits solicitation when the prospective client is known to be represented.
Specialization and certification claims
Rule 7.4Illinois RPC 7.4 restricts representation of lawyer's specialization or expertise. A lawyer shall not state or imply that the lawyer is a specialist unless the lawyer is certified as a specialist by the Illinois Supreme Court or another approved certifying organization. Merely stating a field of practice without claiming specialization is permissible, but must not be misleading as to the lawyer's qualification or limitations in that field.
Law firm names and letterheads
Rule 7.5Illinois RPC 7.5 governs firm names and communications. A law firm name shall not be misleading about the identity of the lawyers or the nature of the firm. A firm name implying a partnership exists only when it is true. Names may not include a non-practicing lawyer except in limited circumstances (emeritus status, certain transitional periods). Internet domain names and letterheads must comply with these standards and not create false impressions about firm size or identity.
Comparative or superlative claims
Rule 7.1; see ISBA Advisory Opinion 22-07 re: comparative/superlative claimsIllinois RPC 7.1 (incorporated into 7.2 advertising standard) prohibits comparisons with other lawyers or claims of being 'best,' 'top-ranked,' or '#1' unless objectively verifiable and not misleading. Claims about quality or results must be capable of substantiation. Former client testimonials must be genuine and may not imply outcomes.
