Indiana rules
Which Indiana law firm messages must be filed for $50, and why keep every ad for six years?
Indiana doesn't file ordinary ads, but targeted letters and emails go to the Disciplinary Commission with $50 first, every ad is kept six years, and accident outreach waits 30 days.
By Santiago Alvarez, Founder, Ad Hoc Digital
Last updated
The short answer
If you read one part of this page, read this.
Indiana lawyer advertising is governed by Rules 7.1 to 7.5 of the Indiana Rules of Professional Conduct, adopted by the Indiana Supreme Court. General ads aren't filed, but Rule 7.2(c) requires a copy or recording of every ad to be kept "for six years after its dissemination", along with a responsible lawyer's or firm's name and office address in each one.
Targeted messages are different. A letter, email or recording soliciting someone with a particular legal need is marked "Advertising Material" and filed with the Indiana Supreme Court Disciplinary Commission at or before sending, with a $50 fee (Rule 7.3(c)). Anything about a personal injury, wrongful death, accident or disaster waits until 30 days have passed (Rule 7.3(b)(3)).
The commentary to Rule 7.1 lists ten kinds of content that violate the rule, including past-performance statistics, references to results that suggest similar outcomes, and appeals to fear, greed or revenge. This is a plain summary for marketing planning, not legal advice. Check the current rule with your bar or law society. We work with law firms across the US and Canada, and also in Australia and the UK.
Which rules apply
Indiana's lawyer marketing rules are Rules 7.1 to 7.5, with Admission and Discipline Rule 30 for specialists.
On the Court's rules site, Rules 7.1 to 7.4 carry the heading "Effective January 1, 2011" and Rule 7.5 "Effective January 1, 2021", the newest version in the group.
| Rule | What it covers | Marketing effect |
|---|---|---|
| 7.1 | No false or misleading communication; commentary [2] lists ten kinds of content that violate it | Results, statistics, fear appeals and unlabeled dramatizations are out |
| 7.2 | Advertising defined, payments for recommendations, required name and address, six-year file | Every ad names a responsible lawyer or firm and is kept six years |
| 7.3 | Live solicitation, the 30-day accident rule, "Advertising Material" and filing, referral services | Targeted letters and emails are labeled, filed and paid for before they go |
| 7.4 | Fields of practice and specialist claims | "Specialist" only with certification from an organization accredited under Admission and Discipline Rule 30 |
| 7.5 | Firm names, trade names and letterheads (effective January 1, 2021) | Trade names can't imply a government or charity link |
The Court's orders page, listing rule orders issued from April 2025 to July 2026, shows none for the Rules of Professional Conduct, and the only professional conduct proposal of 2026 concerns Rule 1.8. Our ABA Model Rules guide covers the national text these rules started from.
Filing and record keeping
Indiana files targeted solicitations, not ordinary ads, and keeps everything for six years.
Rule 7.3(c) is a filing rule for one kind of message: a written, recorded or electronic communication soliciting work from "a prospective client potentially in need of legal services in a particular matter".
Label the message
"Advertising Material" goes conspicuously on the outside envelope and at the start of a letter, and at both the beginning and end of a recorded or electronic message.
File a copy first
A copy goes to the Indiana Supreme Court Disciplinary Commission "at or prior to" sending. For a mass mailing, one copy without the recipients' names, addresses and dates is enough.
Pay $50 per filing
The fee is fifty dollars, payable to the "Supreme Court Disciplinary Commission Fund". Each changed version is a new filing before it goes out.
Keep the recipient list
Names and addresses, including email addresses, of everyone it went to, for at least one year after the last mailing. Filed communications are "open to public inspection".
Keep every ad for six years
Rule 7.2(c) covers all advertising, not just solicitations: a copy or recording of each communication, kept six years after its dissemination.
Don't count on the Commission for a pre-launch answer. Its ethics guidance page says it "will not provide guidance" on advertising or marketing, and its advisory opinions page says requests for a written opinion must come from an organized bar entity or agency, not from individual lawyers.
What every ad must include
An Indiana ad names a responsible lawyer or firm with an office address, and almost anything public counts as an ad.
Rule 7.2(a) defines "advertise" as "any manner of public communication partly or entirely intended or expected to promote" a lawyer's or firm's services.
- Name and address (7.2(c)): "the name and office address of at least one lawyer or law firm responsible for its content" in any communication the rule covers.
- Safe subjects (7.2, commentary [2]): twenty listed topics, from contact details and fields of practice to schools, languages, insurance coverage, office hours and "fees charged", are permissible if the ad otherwise complies.
- Fields of practice: commentary [2] asks for "commonly accepted and understood definitions and designations".
- Trade names (7.5(a)): allowed if they don't imply a connection with a government agency or a public or charitable legal services group.
- Multi-state firms (7.5(b)): the firm name may be used in Indiana if lawyer listings show the limits on those not licensed in Indiana.
- Public office (7.5(c)): a lawyer in public office who isn't practicing comes off the firm name, though members of part-time bodies such as the General Assembly or a school board are exempt.
The broad definition in 7.2(a) is why we treat a firm's social posts, directory profiles and video as ads for the six-year file. Our ad copy rules guide covers fitting the name and address into short formats.
Results, testimonials and dramatizations
Indiana's commentary rules out past-performance claims and results that suggest the next case will go the same way.
Commentary [2] to Rule 7.1 says that, absent special circumstances protecting the audience from being misled, a communication violates the rule if it falls into any of ten categories.
| Item | What it covers | Effect on ads |
|---|---|---|
| (2) | "statistical data or other information based on past performance or an express or implied prediction of future success" | Win rates, case counts and "millions recovered" claims |
| (3) | A third party's claim about the lawyer that the lawyer couldn't make | Client reviews and endorsements are held to the lawyer's own standard |
| (4) | Appeals primarily to "fear, greed, or desire for revenge" | "Make them pay" and scare copy |
| (5) | Comparisons with other lawyers unless factually substantiated | No unsupported comparisons |
| (6) | Any reference to results that may reasonably create an expectation of similar results | Verdict and settlement figures |
| (7) | Dramatizations or re-creations unless clearly and conspicuously disclosed | Label reenactments and staged scenes |
| (8) | A testimonial or endorsement likely to create an unjustified expectation | Outcome testimonials |
| (9) | A certified or recognized specialist claim other than as Rule 7.4 permits | No uncertified "specialist" |
Item (3) reaches the firm's own pages. Disciplinary Commission Opinion 1-20 says a lawyer must "amend, remove, block or reject" third-party additions to the lawyer's social media that break the rules, and that liking or replying to a prohibited comment could be treated as adopting it. Our testimonials guide compares other states.
Specialist and certified
An Indiana lawyer may say "specialist" only with certification from an accredited organization, named in the ad.
Rule 7.4(d) allows a specialist claim only if the lawyer is certified by an Independent Certifying Organization accredited by the Indiana Commission for Continuing Legal Education under Admission and Discipline Rule 30, and the certifier is identified.
- Fields of practice (7.4(a)): saying which fields you do or don't practice in is allowed.
- Set titles (7.4(b) and (c)): "Patent Attorney" for lawyers admitted before the Patent and Trademark Office, and "Admiralty" or "Proctor in Admiralty".
- Who accredits (7.4(e)): the Court vests "exclusive authority" for accrediting certifiers in the Commission for Continuing Legal Education.
- What to avoid (Admission and Discipline Rule 30, Section 6(a)): no saying or implying the certification was individually recognized by the Indiana Supreme Court or the Commission.
- Others' words count (Opinion 1-20): a LinkedIn endorsement or client comment calling the lawyer a specialist in a field without certification is something the lawyer should clarify or delete.
Direct contact and paying for leads
Indiana bans live solicitation, waits 30 days after accidents, and limits who may refer you.
Rule 7.3(a) names the lawyer's employees and agents, and paragraph (f) bars taking a case the lawyer knows came from prohibited conduct.
- Live contact (7.3(a))
No in-person, live telephone or real-time electronic solicitation for pecuniary gain unless the person is a lawyer or has a family, close personal or prior professional relationship with the lawyer.
- The 30-day rule (7.3(b)(3))
No solicitation in any form, "including the Internet", about a personal injury or wrongful death action or an accident or disaster involving the person or a relative, unless it happened more than 30 days before the solicitation starts.
- Other bans (7.3(b))
No soliciting someone who said no, using coercion, duress or harassment, known to be represented in the matter, or unlikely to judge reasonably.
- Referral services (7.3(d) and (e))
Referrals only to and from listed services, among them nonprofit, government, law school, court and approved bar programs. Paying for a recommendation is barred except for Rule 7.2 advertising and those services' usual fees.
- Reciprocal referrals (7.2(b)(4))
Allowed with another lawyer or a non-lawyer professional if the agreement isn't exclusive and the client is told about it.
- The statute (IC 33-43-1-3(10))
The Indiana Code lists among a lawyer's statutory duties to "abstain from direct or indirect solicitation of employment" to bring, prosecute or defend a claim.
Opinion 1-18 applies this to online legal marketplaces: a "marketing fee" paid each time the lawyer completes a service is "more akin to fee splitting or a referral fee, not payment for advertising." Our paying for leads guide compares states, and our Illinois guide covers a neighbour that wrote a detailed rule for lead platforms in 2025.
Channel by channel
What Indiana's rules mean for search ads, Local Services Ads, social media and AI search content.
Because Rule 7.2(a) reaches "any manner of public communication" meant to promote a lawyer's services, every channel below is advertising, and every version goes in the six-year file.
| Channel | What the rule means there | The rule |
|---|---|---|
| Google search ads | Name and office address in the ad or its assets; no win rates or "millions recovered"; keep each version six years | 7.2(c); 7.1 commentary [2] |
| Local Services Ads | Google says you're charged for each valid lead; Opinion 1-18 reasoned that fees tied to completed work aren't advertising costs, so check how the charge works | 7.2(b); 7.3(e); Opinion 1-18 |
| Facebook and Instagram ads | No results or outcome testimonials, no fear or revenge appeals, dramatizations labeled; a message to a specific person about an accident waits 30 days | 7.1 commentary [2]; 7.3(b)(3) |
| Social media posts | Remove or block third-party comments and tags that break the rules; don't like them | Opinion 1-20 |
| Website and AI search content | Pages, FAQs and bios that AI search tools may quote can't carry claims the lawyer couldn't make, including in quoted reviews | 7.1 commentary [2], item (3); 7.2(c) |
How the two Google programs charge is in our Local Services Ads vs Google Ads guide, and our social media rules guide covers comments and reviews across platforms.
What we check
Our Indiana review starts with the firm's own pages, then the outreach calendar.
When we review an Indiana firm's marketing, we check the comments, tags and reviews on pages the firm controls first, because Opinion 1-20 treats what others post there as the lawyer's problem.
Clean the firm's pages
Comments calling the lawyer a specialist, praising results or promising outcomes are hidden or removed, and post approval is turned on where the platform allows it.
Strip statistics and results
Win rates, case counts, dollar figures and "proven track record" lines come out of ads and pages.
Check every specialist word
"Specialist" stays only with a Rule 30 accredited certifier named beside it.
Hold targeted outreach
Any letter, email or text to a specific person about an accident waits 30 days, carries "Advertising Material", and is filed with $50 before it goes.
Start the six-year file
Each ad, post and page version is saved with its dates, because Rule 7.2(c) counts from dissemination.
One case study, $37,000 Closed in Month One, comes from a family law firm; the amount is the firm's result, not an ad claim. Our social media service runs pages with that kind of moderation. For that practice, see our family law marketing page. Neighbouring states: Kentucky, Ohio and Michigan.
Common mistakes
Where firms go wrong.
Indiana mistakes we look for in accounts firms bring to us.
Mailing before filing
Rule 7.3(c) requires the copy and the $50 fee to reach the Disciplinary Commission at or before the targeted letter or email goes out.
Accident outreach inside 30 days
Rule 7.3(b)(3) bars injury, wrongful death and accident solicitations, online included, until 30 days have passed.
Win rates and case counts
Item (2) of commentary [2] to Rule 7.1 treats past-performance statistics as misleading absent special circumstances.
Leaving bad comments up
Opinion 1-20 says failing to delete prohibited third-party content could be seen as acquiescence.
No six-year file
Rule 7.2(c) requires a copy or recording of every ad for six years after it ran.
Real results
What this looked like for real firms.
Published family law, DUI and immigration results, from firms whose case studies don't name their state.
Identifying details are anonymized to protect our clients. Individual result, not a promise or prediction of any specific outcome for your firm.
FAQ
Questions lawyers ask us.
Straight answers to the questions that come up most.
Do Indiana lawyers have to file their ads?
General ads, no. Targeted written, recorded or electronic solicitations to people with a particular legal need are filed with the Disciplinary Commission at or before sending, with a $50 fee (Rule 7.3(c)). Every ad is kept six years (Rule 7.2(c)).
Can Indiana lawyers advertise case results or win rates?
Commentary [2] to Rule 7.1 says past-performance statistics and references to results that may create an expectation of similar results violate the rule, unless special circumstances keep the audience from being misled.
Can Indiana lawyers use client reviews?
A third party may not say what the lawyer couldn't say, and a testimonial can't create unjustified expectations. Opinion 1-20 adds that lawyers should remove or block rule-breaking comments on their own social media.
How soon can I contact an accident victim in Indiana?
Not until more than 30 days after the accident or disaster, in any form, including online (Rule 7.3(b)(3)). Live, in-person or real-time solicitation of strangers is barred at any time under Rule 7.3(a).
Can an Indiana lawyer call themselves a specialist?
Only if certified by an Independent Certifying Organization accredited by the Indiana Commission for Continuing Legal Education under Admission and Discipline Rule 30, with the organization named (Rule 7.4(d)).
Can I ask the Disciplinary Commission whether my ad complies?
Its ethics guidance page says it won't give guidance on advertising or marketing. The Commission issues written advisory opinions as it sees the need, and it takes requests for one only from an organized bar entity or agency, not from individual lawyers.
How does Indiana compare with Ohio, Michigan and other states?
Our Ohio guide and Michigan guide cover the neighbours to the east and north, and our state-by-state list shows every jurisdiction's filing rule.
Where we do this
The services this guide touches.
What this looks like when we run it for a firm, with a demo for your practice on each page.
Sources
Where these facts come from.
Official pages we read when writing this page. We couldn't open the Commission for Continuing Legal Education's list of accredited certifying organizations, so this guide names none. We didn't open the orders that adopted the current text of Rules 7.1 to 7.5. Platforms and rules change, so check the current version before you act on any of it. This is marketing guidance, not legal advice.
- Indiana Supreme Court, Rules of Professional Conduct, Rule 7.1 Communications Concerning a Lawyer's Services
- Indiana Supreme Court, Rules of Professional Conduct, Rule 7.2 Advertising
- Indiana Supreme Court, Rules of Professional Conduct, Rule 7.3 Direct Contact with Prospective Clients
- Indiana Supreme Court, Rules of Professional Conduct, Rule 7.4 Communication of Fields of Practice and Specialization
- Indiana Supreme Court, Rules of Professional Conduct, Rule 7.5 Firm Names and Letterheads (effective January 1, 2021)
- Indiana Supreme Court, Admission and Discipline Rule 30, Indiana Certification Review Plan
- Indiana Judicial Branch, Orders Amending Rules of Court
- Indiana Judicial Branch, Proposed Rule Amendments
- Indiana Supreme Court Disciplinary Commission, Advisory Opinions
- Indiana Supreme Court Disciplinary Commission, Request Ethics Guidance
- Indiana Supreme Court Disciplinary Commission, Opinion 1-18: Lawyer participation in online legal referral services
- Indiana Supreme Court Disciplinary Commission, Opinion 1-20: Third Party Comments or Tags on a Lawyer's Social Media
- Indiana General Assembly, Indiana Code 2026, Title 33 (IC 33-43-1-3)
- Google Local Services Help, How leads work
Written by
Founder of Ad Hoc Digital. Leads strategy and works directly with every client firm on AI search, Local Services Ads, Google Ads and Meta ads.
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