·         Almost all advertising needs approval from the Bar.

• Exemptions to this new rule include:

• Internet websites
• Letterhead and business cards
• Mailings to lawyers, current clients, and former clients
• Legal listings (e.g. Martindale-Hubbell and Avvo)
• Professional announcements
• Sponsorship and charity donation announcements
• "Tombstone Ads" (simple black & white text ads) for lawyer referral services

·         Websites are now classified as advertising.

·         Lawyers can refer to past results in their ads and characterize their skills, reputation, experience, or record using an “objectively verifiable” standard.

·         Testimonials are allowed in ads under certain specific restrictions.

·         Law firm names are allowed in the advertisement in addition to (or instead of) the name of the attorney.

·         All ads (except websites) containing more than basic “safe harbor” information requires a $150 review fee with the Bar at least 20 days before the initial broadcast or publication (only radio and TV ads needed approval prior to this new rule).

·         Restrictions continue to prohibit direct solicitation of clients and limit direct mail ads, such as not allowing mailings within 30 days for cases related to a personal injury or a wrongful death.

For more information about the new advertising rules, visit The Florida Bar.