What do Alabama's 2026 lawyer advertising rules require in every ad?

What the 2026 rule text says

Failing to keep the records or produce them promptly on request "is a violation of these Rules" (7.2(a)). Targeted solicitations add their own two-year file of samples, envelopes and recipient lists under Rule 7.3(e)(1).

What the Bar's page says

The Alabama State Bar's page titled "Rule 7.2(b) Advertising and 7.3(b) Direct Solicitation" describes two ways to submit advertising and solicitation materials "as required by Rules 7.2(b) and 7.3(b)": by email to the Office of General Counsel or by mail. In the 2026 rules those paragraphs cover other subjects, though an older comment still printed with Rule 7.3 mentions "delivery of copies to the general counsel" under Rule 7.2, so the page may predate the change.

What we do

We keep the six-year archive for every Alabama ad and ask the firm to confirm with the Office of General Counsel whether it still expects copies to be sent. Compare Kentucky's optional advisory opinion, which is clearly voluntary.

• No promises (7.2(i)): a communication promising a specific result is prohibited. The comment's examples include "I will get you money for your injuries"; aspirational words such as "goal" or "strive" may be fine.
• Testimonials (7.2(l)): the person must have "personal, real, and direct legal experience" with the lawyer and a legitimate basis for what they say, and any payment or gift for the testimonial is disclosed. The lawyer answers for its accuracy. Reviews you can delete from your own site count as yours.
• Results (7.2(m)): a specific result comes with a description of the type of case, must be objectively verifiable, and can't mislead. The comment lists facts to disclose, such as an uncollected verdict, a default judgment, or a result reduced on appeal.
• Dramatizations (7.2(n)): must state clearly and prominently "DRAMATIZATION -- NOT (THE) (AN) ACTUAL EVENT."
• Authority figures (7.2(o)): no judge or police officer endorsing you unless they were your client, and no actor playing one.
• Actors (7.2(p)): no actor or model portraying a client unless nonspeaking and in the background, and no actor portraying the lawyer.
• Superlatives (comment): a claim of being "best" or "number one" that can't be objectively verified violates the rule.

For video, check the actor rules first: a reenactment with a speaking actor playing an injured client is out. Our testimonials guide compares other states. Filming real clients and lawyers instead is covered in our short video guide.

Waiting periods (7.3(b))

Injury or wrongful death matters: more than 21 days after the accident, event or disaster. Pending civil or administrative proceedings: only after service is obtained and filed. Pending criminal matters: more than seven days after the person was served with a warrant or information. An older comment in the same PDF still says 30 days; the rule says 21.

Labels and first sentences (7.3(e) to (i))

"ADVERTISEMENT" on the first page and the envelope in large bold print, in an email's subject line and opening, and at the start of audio, video and social communications. Rule 7.3(e)(6) and 7.3(i) give two slightly different first sentences for letters and emails; copy the exact wording from the current rule and confirm with the Office of General Counsel which applies.

Other format rules (7.3(e))

No registered or express mail, nothing that looks like an official document, sample contracts marked "SAMPLE ONLY" and "DO NOT SIGN", and the source of your information named specifically, such as a "police accident report".

Agents and fees (7.3(c), (d))

You're responsible for solicitation by anyone acting for you, including investigators, healthcare workers or police officers, and you may not charge a fee for employment obtained in violation of the rule.

Paying for referrals (7.2(h))

Allowed: the usual costs of permitted communications, not-for-profit lawyer referral or legal aid charges recognized by the Office of General Counsel, sponsorships, non-exclusive reciprocal referrals the client knows about, and nominal gifts. Paying for another firm's ad is allowed only for lawyers who agreed to work together on the matters the ad covers. The rule doesn't mention lead generators.

Alabama's 21 days is shorter than the 30 days in Florida's Rule 4-7.18. Georgia also waits 30 days, as our Georgia guide explains. Our paying for leads guide covers how other states treat lead platforms.

1. 1

   Add the tracking notice

   Any site running retargeting pixels or cookies tells visitors and gets consent, by checkbox or continued use after notice.

2. 2

   Put the location in every ad

   The city, town or county of a bona fide office goes in a pinned position, with the licensing statement for out-of-state lawyers.

3. 3

   Rework the video

   No speaking actors as clients or lawyers, the dramatization wording on any reenactment, and disclaimers at the same pace and volume.

4. 4

   Check each result and review

   Results get the case type and must be verifiable; testimonials come from people with real experience; payments are disclosed.

5. 5

   Hold texts and letters

   No lawyer-initiated texts to prospects; letters wait 21 days after an accident and use the current "ADVERTISEMENT" wording.

6. 6

   Start the six-year archive

   Every version, with dates and placements, ready for the Office of General Counsel on request.

One personal injury and employment firm's case study is Went From a Few Calls in a Month to 5 Cases in 1 Day. Our Meta ads service builds Alabama campaigns on this checklist. The neighbor to the north is in our Tennessee guide.