Every Canadian Law Society regulates how lawyers market their services. The common standard, set out in the Federation of Law Societies of Canada’s Model Code of Professional Conduct, is that marketing must be demonstrably true, accurate and verifiable, must not be misleading, confusing or deceptive, and must be in the best interests of the public and consistent with a high standard of professionalism. Provinces build on that standard with their own rules and commentary. This guide explains what the rules mean for websites, Google Ads, reviews, social media and fee advertising, with Ontario as the main example. It is general information for marketers and firms, not legal advice, so always check the current rules of your own Law Society.
Where the rules come from
- The Model Code: the Federation of Law Societies of Canada publishes a Model Code that most provinces have adopted in large part. Marketing is covered in section 4.2 and specialist designations in section 4.3.
- Provincial rules: each Law Society adopts and adapts the rules. Ontario’s are in Chapter 4 of the Law Society of Ontario Rules of Professional Conduct.
- Paralegals: in Ontario, licensed paralegals follow the Paralegal Rules of Conduct, which also regulate marketing.
- General law: Canada’s Competition Act prohibits false or misleading representations to the public, including fake reviews, and Canada’s anti spam law (CASL) governs commercial email.
The core test: true, accurate and verifiable
Before publishing any claim, ask whether you could prove it to your Law Society tomorrow. That single test catches most problems:
| Claim | Risk | Safer approach |
|---|---|---|
| “Toronto’s best family lawyer” | Not verifiable | Describe your experience: years in family law, mediation training |
| “We win 98% of cases” | Hard to verify and likely misleading | Explain how you prepare cases and what clients can expect |
| “Specialist in personal injury” | Only certified specialists may use the title in Ontario | “Practice focused on personal injury”, unless certified |
| “$2 million settlement” | Misleading without context | Avoid, or give context your Law Society requires |
| “No win, no fee” | Can mislead if disbursements or other costs apply | Explain exactly how your contingency fee works |
| “Award winning firm” | Risky if the award is pay to play or not bona fide | Name only reputable, independent recognition, accurately |
We plan and run law firm marketing across SEO, Google Ads and websites, within Law Society advertising rules.
Ontario’s 2017 changes
In 2017 the Law Society of Ontario amended its marketing rules and commentary after concerns about personal injury advertising and referral practices. The commentary gives examples of marketing that may breach the rules, including awards and rankings that are not genuine, misleading references to settlement amounts or success rates, claims of superiority that cannot be supported and so called second opinion services. Referral fees between licensees were capped at 15 percent of the first $50,000 of fees and 5 percent above that, to a maximum of $25,000. Firms that refer out most of their work must be transparent about it in their marketing.
Advertising fees
Under the Model Code, a lawyer may advertise fees if the advertising is reasonably precise about the services covered by each fee, states whether other amounts such as disbursements and taxes are charged in addition, and the lawyer sticks to the advertised fee in every applicable case. In practice:
- List what the fee includes and excludes.
- Say whether disbursements and HST are extra.
- Honour the advertised fee for every client the ad applies to.
Specialist titles
Under section 4.3 of the Model Code, a lawyer must not advertise as a specialist in a field unless the Law Society has certified them as one. Ontario runs a Certified Specialist program. Words like “expert” can raise similar concerns when they imply a designation the lawyer does not hold, so keep them out of headlines and ads unless they are clearly supportable.
Reviews and testimonials
- Never write, buy or incentivize fake reviews. Beyond Law Society rules, the Competition Bureau treats fake reviews as deceptive marketing.
- Ask clients for honest reviews, with no reward tied to a positive rating.
- When you reply, do not confirm that the reviewer was a client or reveal any detail about their matter. Confidentiality applies online too.
- If you feature testimonials on your site, make sure they are genuine, typical of what clients experience and not misleading about likely outcomes. Some provinces are stricter, so check your own rules.
Our guide to what counts as a fake Google review covers the platform side.
Google Ads and social media
- Ad headlines are marketing. The same truthfulness test applies to every headline and description.
- Bidding on competitor firm names is allowed by Google, but using a competitor’s name in your ad text can mislead and may break Google’s trademark policy.
- Social posts that discuss legal topics should be general information, not advice on an individual’s situation.
- Paid influencer or partner content must be clearly disclosed.
See Google Ads for lawyers for how we build compliant campaigns.
Email and CASL
Commercial emails need consent, clear identification and an easy unsubscribe under CASL. Newsletters to past clients and referral partners are common in law firms, so keep consent records and honour unsubscribes promptly.
A pre launch checklist
- Can every claim be proven with documents?
- Does any word suggest a specialist designation you do not hold?
- Are fees complete, including disbursements and taxes?
- Do results or testimonials appear with the context the rules require, or not at all?
- Is it clear who will actually provide the service, and whether files may be referred out?
- Does anything reveal confidential client information?
- Have you checked your own Law Society’s current rules and commentary?
We build law firm marketing around these rules from the start. See our law firm marketing services and the law firm marketing playbook.
Frequently asked questions
What are the main lawyer advertising rules in Canada?
Marketing must be demonstrably true, accurate and verifiable, not misleading, and consistent with a high standard of professionalism, under the Model Code adopted by most Law Societies.
Can lawyers advertise their fees?
Yes, if the services covered are clear, the ad says whether disbursements and taxes are extra and the lawyer honours the fee.
Can I call myself a specialist?
Only if your Law Society has certified you as a specialist in that field.
Can lawyers use client testimonials?
Rules vary by province. Any testimonial must be genuine and not misleading about likely outcomes. Check your own Law Society.
Can law firms advertise settlement amounts?
Ontario's commentary treats misleading references to settlements or success rates as a problem. Avoid them or give the required context.
What is the referral fee cap in Ontario?
Since 2017, 15 percent of the first $50,000 of fees and 5 percent above that, to a maximum of $25,000.
Can I reply to a negative Google review?
Yes, professionally, without confirming the person was a client or revealing details of any matter.
Can law firms bid on competitor names in Google Ads?
Google allows bidding on them, but using a competitor's name in your ad text can mislead and may break Google's policies.
Does CASL apply to law firm newsletters?
Yes. Commercial emails need consent, clear identification and an easy unsubscribe.
Do these rules apply to paralegals?
In Ontario, licensed paralegals follow the Paralegal Rules of Conduct, which also regulate marketing.
