Got questions about advertising? The Bar's Ethics and Advertising Department has the answers.

The Bar's Ethics and Advertising Department regularly receives calls from lawyers who want to advertise but are at a loss regarding how to comply with the Bar's advertising rules.

Here are a few frequently asked questions:

Question: What must the advertisement contain?

Answer: There are only two things that every advertisement must contain: the name of a lawyer or law firm and the city or county where at least one of the advertising lawyer's bona fide offices is located. Rule 4-7.12(a).

Question: Am I required to include my entire address?

Answer: Lawyers may but are not required to list a complete address in an advertisement. The city or county alone is sufficient.

Question: Can I advertise my rates?

Answer: A lawyer may advertise information about fees but must also disclose any additional fees or costs associated with the advertised fee. Rule 4-7.14(a)(5). For example, an advertisement stating that a lawyer will handle a certain type of case for $500 would also have to disclose that court costs or any other expenses are additional if the advertised rate does not include those costs. This rule applies even in contingent fee cases when an advertisement states that a lawyer would not receive a fee unless there is a recovery. If the client would still be liable for costs regardless of whether there is a recovery, the advertisement must disclose that. Also, specific fees advertised must be honored for at least 90 days unless the advertisement specifies a shorter period. If the advertised fee appears in a telephone book or some other media that is not reprinted more than once a year, the fee must be honored for at least a year.

Question: Do I have to file my advertisement for review?

Answer: With a few exceptions listed in Rule 4-7.20, lawyer advertisements must be filed for review by The Florida Bar at least 20 days prior to dissemination. Rule 4-7.19(a).

Question: When I file my ad for review, is there any way to get an expedited opinion?

Answer: The Ethics and Advertising Department tries to respond to all advertising filings as quickly as possible. Advertisements are required to be reviewed within 15 days of receipt of a complete filing. The department, therefore, is unable to expedite particular submissions. The best way to receive a quick response is to make sure the filing is complete and using the coversheets available online that include many of the questions the department frequently asks filers regarding their advertisements.

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