Law firms · ABA Model Rules
The words a law firm cannot advertise with.
Every one of these 28 phrases is a version of two claims. That you will win, and that you are the best. Model Rule 7.1 prohibits a false or misleading communication about a lawyer’s services, and both families fail it for the same reason: neither can be substantiated.
A past result is a fact and may be stated with the context that makes it not misleading. A future result is not available to anybody. Below is the full list the engine runs.
A screening tool, not legal advice. Your compliance officer or counsel has the last word.
18 of the 28
Promising a result
The outcome of a matter depends on facts, a tribunal and an opponent. A promise about it is misleading whatever the firm’s record, and a record is not a prediction.
- guarantee
- guaranteed
- we will win
- you will win
- guaranteed verdict
- guaranteed settlement
- guaranteed outcome
- guaranteed results
- win your case guaranteed
- we always win
- never lost a case
- never lose
- 100% success
- 100% win rate
- 100% success rate
- guaranteed to win
- most successful attorney
- most successful law firm
10 of the 28
Being the best
“Best”, “top”, “#1”, “most successful”. A comparison with every other firm, which is why the Model Rules treat unsubstantiated superlatives as inherently misleading rather than as puffery.
- best lawyer
- best attorney
- best law firm
- top lawyer
- top attorney
- #1 law firm
- #1 attorney
- number one law firm
- number one attorney
- unbeatable record
What every piece has to carry
Refusals are half of it. The engine also checks that these are present, and flags a piece missing any of them:
- Contact details for the responsible lawyer or firm
A clean scan is not a compliant piece. Copy with none of the 28 phrases and none of these still fails.
The questions people ask first.
All nine rulebooks, 390 phrases, published in full →
Another trade? Real estate’s 167 → · Mortgage’s 51 →
Can a law firm advertise past results?
Generally yes, with the context that keeps it from being misleading: the facts of that matter, and that results depend on the facts of each case. What the rules reach is the implication that the same result is available to the reader.
Why is “best lawyer” refused?
It is a comparison with every other lawyer and cannot be substantiated. The Model Rules treat an unsubstantiated superlative as inherently misleading rather than as obvious puffery.
Is “we have never lost a case” allowed?
It reads as a prediction, which is what the rule reaches. If it is a verifiable fact about a defined set of matters, it still needs the context that stops a reader expecting the same outcome.
What has to appear on every piece?
Contact details for the responsible lawyer or firm.
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