If you’re a law firm in the UK, advertising isn’t just about clever copy and slick visuals – it’s about staying inside the lines. And in 2025, those lines are sharper than ever.

Legal marketing has come a long way, but it’s still walking a tightrope. You’ve got to promote your services, stand out in a crowded field, and build trust – all without tripping over a compliance breach. Sounds like a balancing act, right? Let’s unpack exactly what law firms can and can’t say in their advertising in 2025 – and how to stay competitive without crossing the line.

Why Legal Advertising Rules Exist in the First Place

Law isn’t just another service – it’s a regulated profession. Clients are often vulnerable, stakes are high, and misleading advertising can do real damage. That’s why the Solicitors Regulation Authority (SRA) keeps a close eye on how firms market themselves.

The goal is simple: protect the public and keep the profession honest. For firms, this means every claim, every testimonial, and every headline needs to be above board.

What Law Firms Can Say in Ads (If Done Right)

Let’s start with the good news – you absolutely can advertise. You can use paid social, Google Ads, display campaigns, even retargeting. But you’ve got to play it smart.

1. You Can Promote Your Services – Just Stick to the Facts

Feel free to say what you do – family law, conveyancing, personal injury, commercial disputes, you name it. But the wording needs to be clear, honest and not overpromise. “Experienced personal injury solicitors” is fair. “Guaranteed compensation in 24 hours”? That’s where you’ll hit a wall.

2. You Can Highlight Your Experience

Years in business, number of clients helped, specialist accreditations – all solid. Just make sure any stats are up to date and can be backed up. “Over 10,000 successful claims since 2010” works – assuming you’ve got the data to prove it.

3. Client Testimonials Are Allowed – With Conditions

Social proof is powerful. The SRA allows testimonials, but they need to be genuine, relevant, and not misleading. Avoid cherry-picking quotes that make unrealistic promises or appear staged. And always get client consent in writing.

4. You Can Use Paid Ads – Just Mind the Targeting

PPC and paid social can be great channels, especially for local campaigns or specific practice areas. Just avoid predatory tactics. For example, targeting people based on health conditions or life events like bereavement is not only unethical – it could get you reported.

What You Can’t Say in 2025 – And Why It Matters

Here’s where firms often get caught out. One poorly worded headline or exaggerated claim, and you’ve got a complaint on your hands. In a world where reputation is currency, it’s not worth the risk.

1. No Guarantees of Outcome

Saying “we’ll win your case” or “100% success rate” is a non-starter. Even if your track record is excellent, outcomes can never be promised. Focus instead on your process, your experience, and your client care.

2. No Undue Pressure or Sensationalism

Avoid ads that feel like fear-mongering. “Act now or lose your chance to claim!” sounds more like a dodgy insurance ad than a professional legal service. Urgency is fine – manipulation is not.

3. No Misleading Fee Info

If you offer no-win, no-fee services, be crystal clear about what that means. Hidden costs or vague disclaimers won’t cut it. Transparency isn’t just good ethics – it builds trust.

4. No Cold Advertising in Sensitive Areas

Be especially cautious when it comes to personal injury, medical negligence, or criminal law. Directly targeting individuals based on sensitive data is a major breach. Always check your ad platform’s targeting policies and ensure they align with both GDPR and SRA guidelines.

Compliance Is a Competitive Advantage

Here’s the thing – following the rules doesn’t hold you back. It sets you apart.

Law firms that advertise with integrity, clarity and professionalism come across as more credible. And in a field built on trust, that’s everything. The best campaigns don’t need gimmicks. They need strong messaging, authentic positioning and a clear value proposition.

How to Build Campaigns That Win (Without Risking It All)

We’ve worked with law firms to build ad strategies that hit the sweet spot – compliant, compelling, and commercially sound. If you want to get ahead in 2025, here’s what I’d recommend:

• Audit your existing ads – What’s being said, how it’s being phrased, and whether it’s fully compliant. Most firms miss something.
• Align marketing and compliance teams – No more silos. Everyone needs to be on the same page.
• Invest in ad copy that’s sharp and safe – It’s not about watering things down. It’s about knowing how to say it right.
• Train your internal team – If your marketing execs don’t understand the legal dos and don’ts, mistakes will happen.

Final Word: Compliance Isn’t a Box-Tick – It’s Part of Your Brand

Clients notice the details. If your advertising feels trustworthy, clear and professional, they’re more likely to pick up the phone. And when regulators or competitors come sniffing around your marketing, you’ll sleep better knowing you’ve done it right.

In 2025, law firm advertising is a minefield for some – but a massive opportunity for those who get it right. Want to stand out and stay safe? Start by treating compliance as part of your strategy, not just a hurdle.