North Carolina rules
Can a North Carolina law firm bid on a rival's name or quote a settlement in an ad?
No filing in North Carolina, but detailed ethics opinions: no rival lawyer's name as a keyword, no dollar amounts in testimonials, and a dramatization notice at both ends.
By Santiago Alvarez, Founder, Ad Hoc Digital
Last updated
The short answer
If you read one part of this page, read this.
North Carolina's lawyer advertising rules are Rules 7.1 to 7.4 of the North Carolina Rules of Professional Conduct, written by the North Carolina State Bar and approved by the Supreme Court, most recently on April 21, 2021. Nothing is filed or pre-approved. The State Bar says no one reviews a website before it launches, though its ethics counsel will look at specific questionable wording or images when a lawyer asks.
Formal ethics opinions do most of the work. 2010 FEO 14 says choosing another lawyer's name as a search keyword violates Rule 8.4(c). 2012 FEO 1 allows testimonials that mention results only with a disclaimer, and bans dollar amounts in them. Comment [10] to Rule 7.1 requires a dramatization statement at the start and end of any ad showing a fictional situation.
Every ad names a responsible lawyer or firm with contact information, and "specialist" needs a certification Rule 7.2(c) recognizes. 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
Four short rules, read together with decades of formal ethics opinions.
The rules sit in Chapter 7 of the North Carolina Rules of Professional Conduct, "Information About Legal Services", published on the State Bar's website with each rule's history and the opinions that apply it.
| Rule | What it covers | What it changes in marketing |
|---|---|---|
| 7.1 | No false or misleading communication, including unjustified expectations about results and comparisons that can't be factually substantiated | Applies to every ad, page, post and profile; comment [10] adds the dramatization statement |
| 7.2 | Any media allowed; paying for recommendations; specialist claims; name and contact information | Pay for ads and lead generators that don't recommend you; name a responsible lawyer or firm |
| 7.3 | Solicitation by live person-to-person contact | No live calls or visits to sell services to strangers; texts and written messages aren't live contact |
| 7.4 | Intermediary organizations, including an "online marketing platform" | Check a platform before and while you use it, and withdraw if it won't fix a problem |
| 8.4(c) | Dishonesty, fraud, deceit or misrepresentation | The basis of the keyword opinion, 2010 FEO 14 |
| G.S. 84-38 | A criminal statute on soliciting legal business and splitting fees for placing claims | Reaches anyone, not only lawyers; a Class 1 misdemeanor |
The national model text is in our ABA Model Rules guide. Older opinions cite earlier rule numbers: 2012 FEO 1 points to "Rule 7.1(b)" for the dramatization disclaimer, which now sits in comment [10] to Rule 7.1.
Filing and review
North Carolina has no filing step, and ethics counsel reviews questions, not whole websites.
The State Bar's page on law firm websites says plainly: "There is no requirement that the State Bar review a website before it is launched." Rules 7.1 to 7.4 set no filing step for other ads either.
- What ethics counsel will look at
The page says ethics counsel will review questionable language and images on request, will respond to specific questions about language or images, and "will not review entire contents of a website." Lawyers are asked to read the advertising rules first and limit inquiries to the questionable parts.
- No fee, no deadline
Because nothing is filed, there's no fee and no waiting period before launch. That's the opposite of Florida's 20-day filing, covered in our Florida Bar advertising guide.
- Records
The North Carolina rule text we read sets no record-keeping period, unlike South Carolina's two-year rule. We keep dated copies of every version anyway.
What every ad must include
Name a responsible lawyer or firm, give contact information, and keep the firm name honest.
Rule 7.2(d) is the only universal content requirement. The comments to Rule 7.1 add what a firm name or professional designation may and may not imply.
- Name and contact information (7.2(d)): every communication includes the name and contact information of at least one lawyer or law firm responsible for its content. Comment [9] says contact information includes a website address, a telephone number, an email address or a physical office location.
- Trade names and handles (7.1 comment [5]): a firm may use a trade name, a distinctive website address or a social media username if it isn't misleading. A name implying a government connection, or a connection with a lawyer not associated with the firm, is misleading.
- Solo practices (7.1 comment [7]): calling a solo practice "Smith and Associates" is misleading, and lawyers who aren't a firm may not hold themselves out as one.
- No label for letters: the current Rule 7.3 has no "Advertising Material" wording. Older opinions, such as 2017 FEO 1, refer to a targeted-communications paragraph that the 2021 text no longer contains.
In a Google search ad, the firm name in a headline plus the display URL is the simple way to carry the name and contact information. Google's help page says text pinned to Headline 1, Headline 2 or Description 1 "will always show", so the name goes in a pinned position. Our ad copy rules guide covers how we fit required lines into short formats.
Results, testimonials and awards
North Carolina allows results and testimonials with conditions, and spells the conditions out in opinions.
Rule 7.1 bans statements likely to create unjustified expectations and comparisons that can't be factually substantiated. Four opinions turn that into practical tests.
| Content | What's allowed | Source |
|---|---|---|
| "Soft" testimonials about service | Allowed with no disclaimer, for example praise for being knowledgeable or patient | 2012 FEO 1 |
| Testimonials that mention a favorable result | Allowed only with an appropriate disclaimer; specific dollar amounts are prohibited | 2012 FEO 1 |
| Verdicts and settlements on the website | Allowed if factually accurate with a disclaimer written for the results shown and placed where readers will see it | 2009 FEO 16 |
| "Super" or "best" lists and awards | Only if nothing was paid for inclusion, the organization made a real inquiry, the ad explains or points to the standards, says only that the lawyer was included, and gives the year | 2018 FEO 8 |
| Client reviews on directories and Google | You may ask clients for reviews if there's no quid pro quo; opinions in reviews aren't your statements, but a material misstatement of fact must be fixed or disclaimed | 2018 FEO 1 |
| Comparisons with other lawyers | Only if the comparison can be factually substantiated | Rule 7.1 |
2012 FEO 1 also sets the format: a written disclaimer in the same font size and color as the testimonial, a spoken one at the same volume. On a website, the page can instead show a conspicuous written disclaimer directly above or below a video testimonial's link.
Dramatizations have their own rule. Comment [10] to Rule 7.1 calls dramatizations of fictional cases in video ads potentially misleading, and says they aren't misleading if a conspicuous written or oral statement, at the beginning and the end, explains that the ad contains a dramatization and doesn't depict actual events or real persons. Our testimonials guide covers other states' rules. Asking clients for reviews without a reward is in our review requests guide.
Specialist and certified
"Specialist" is reserved for lawyers certified by the State Bar or an organization it accepts.
Rule 7.2(c) bars saying a lawyer "specializes" or is a "specialist" unless the lawyer holds a certification from one of three sources, and the certifying organization is clearly named.
- The three sources: the North Carolina State Bar; an organization accredited by the State Bar; or an organization accredited by the American Bar Association under procedures and criteria the State Bar endorses (7.2(c)(1)).
- Name the certifier: the communication must clearly identify the certifying organization (7.2(c)(2)). "Board certified" alone, with no organization, doesn't meet it.
- What everyone else may say: comment [8] allows describing a practice truthfully without the word "specialize", including a "concentration", an "interest" or a "limitation", and saying the lawyer accepts only certain kinds of matters.
Direct contact and paying for clients
Live solicitation is banned, paid platforms must pass Rule 7.4, and a statute covers runners.
Rule 7.3 governs contact with specific people, Rules 7.2(b) and 7.4 govern what you may pay for, and G.S. 84-38 adds a criminal ban on soliciting legal business for others.
- Live person-to-person contact
Rule 7.3(b) bars soliciting by live person-to-person contact when a significant motive is pecuniary gain, unless the person is a lawyer, has a family, close personal or prior business or professional relationship with the lawyer, or routinely uses that type of legal service for business. Comment [2] says live contact doesn't include chat rooms, text messages or other written messages that are easy to ignore.
- No waiting period in the rule
The current Rule 7.3 sets no post-accident waiting period for letters or emails. Written contact still can't continue after a person says they don't want it, or involve coercion, duress or harassment (7.3(c)). Our Tennessee guide shows a state that does set a 30-day wait.
- Lead generators and platforms
Comment [5] to Rule 7.2 allows paying for leads if the generator doesn't recommend you or imply it analyzed the person's problem. Rule 7.4 covers any "online marketing platform" that refers consumers: before and while participating, you make reasonable efforts to confirm six conditions, including disclosure of the referral arrangement at the outset and fees no higher than a proportional share of its costs.
- G.S. 84-38
The statute makes it unlawful for any person, firm or their agents to solicit or procure legal business, or to share in a lawyer's fee as an inducement for placing a claim with that lawyer. A violation is a Class 1 misdemeanor, and the State Bar's council may investigate.
Our paying for leads guide covers how Illinois and Florida regulate lead platforms.
Channel by channel
What North Carolina's rules mean for each place a firm advertises.
The rules don't name platforms, so each row applies the rule's words to the channel. Where no North Carolina rule or opinion we read mentions the channel, the row says so.
| Channel | What the rule means there | The rule |
|---|---|---|
| Google search ads | Never select another lawyer's name as a keyword; carry the firm name and contact information in a pinned position | 2010 FEO 14; Rule 7.2(d) |
| Local Services Ads | Google charges per valid lead; no adopted North Carolina opinion names the program, and the State Bar's Ethics Committee withdrew Proposed 2021 FEO 5 in April 2022 | Rules 7.2(b), 7.4; State Bar Journal article |
| Facebook and Instagram ads | Testimonials with results need the disclaimer, no dollar amounts; dramatized video needs the statement at both ends | 2012 FEO 1; Rule 7.1 comment [10] |
| Social media posts | A handle or username is a professional designation; reviews you ask for can't be bought | Rule 7.1 comment [5]; 2018 FEO 1 |
| Website and AI search content | Verdict pages need a visible disclaimer written for those results; profiles and FAQs that AI search tools may quote must avoid unsubstantiated comparisons | 2009 FEO 16; Rule 7.1 |
The State Bar's article on the withdrawn opinion suggests intake staff tell callers when an ad platform records the call, and offer a callback on a private line. Our Local Services Ads vs Google Ads guide explains how the two products charge. The website content AI tools quote is the work of our AI search service.
What we check
Our North Carolina checklist, run before a firm's lawyer approves anything.
When we review a North Carolina firm's ads, we check the keyword list and the testimonials first, because the state's formal opinions speak to both directly.
Scrub the keyword list
No other lawyer's or firm's name as a keyword, in any match type, and a negative keyword list for competitor names so broad match doesn't pull them in.
Pin the name and contact line
The firm name sits in a pinned headline or Description 1, so it shows in every version Google assembles.
Sort testimonials into soft and hard
Service praise runs as is. Anything describing a result gets the disclaimer in the same size and color, and any dollar figure comes out.
Check every award badge
For each list or award, we confirm with the firm that nothing was paid for inclusion, link the selection standards, and add the year.
Replace "specialist" unless certified
If the lawyer holds a certification, the certifying organization is named. If not, the copy says what the firm handles instead.
One DUI firm's case study, $13,500 Generated From Just $600 in Advertising Spend, came from Local Services Ads. Our Google Ads service uses this checklist. For that practice, see our DUI defense marketing page.
Common mistakes
Where firms go wrong.
North Carolina mistakes we look for in accounts firms bring to us.
Bidding on a rival lawyer's name
2010 FEO 14 treats selecting another lawyer's name as a keyword as a Rule 8.4(c) violation. Google says broad match can show ads on searches related to a keyword, so add competitor names as negatives.
A dollar figure in a client quote
2012 FEO 1 prohibits specific dollar amounts in testimonials, even with a disclaimer.
"Specialist" with no named certifier
Rule 7.2(c) requires a certification from the listed sources and the certifier's name in the ad.
Advertising a paid "best lawyers" badge
2018 FEO 8 bars advertising a listing that required payment for inclusion, and requires the standards and the year when it's allowed.
Real results
What this looked like for real firms.
Published results from firms whose stories 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 North Carolina lawyers have to file ads with the State Bar?
No. There's no filing or pre-approval step. The State Bar says it doesn't review websites before launch, and its ethics counsel answers specific questions about wording or images on request.
Can I use client testimonials in North Carolina ads?
Yes. Under 2012 FEO 1, testimonials about service need no disclaimer; testimonials that mention a result need an appropriate disclaimer in the same size and color, and none may state a specific dollar amount.
Can I list verdicts and settlements on my North Carolina website?
Yes, if the information is accurate and a disclaimer written for those results sits where readers will see it. 2009 FEO 16 suggests it say the cases are illustrative, results depend on each case's facts, not all results are listed, and prior results don't promise a similar outcome.
Can North Carolina lawyers text or message people who might need help?
Rule 7.3's comment [2] says text messages and chat rooms aren't live person-to-person contact, so they aren't banned as live solicitation. They still can't be false or misleading, continue after a request to stop, or involve coercion or harassment.
Is Google Local Services Ads allowed in North Carolina?
No adopted North Carolina opinion names it. The State Bar's Ethics Committee withdrew a 2021 proposed opinion on a pay-per-lead program in April 2022, and a State Bar Journal article reminded lawyers to investigate any advertising program first. Our LSA reviews guide covers what the program shows about a firm.
Where do North Carolina's rules sit among other states?
Close to the ABA text, with a large body of formal opinions added. Our state-by-state rules list shows every state's regulator and filing rule. The rules hub compares the states that add filing or extra disclosures.
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. Platforms and rules change, so check the current version before you act on any of it. This is marketing guidance, not legal advice.
- North Carolina State Bar, Rule 7.1 Communications Concerning a Lawyer's Services (amended April 21, 2021)
- North Carolina State Bar, Rule 7.2 Communications Concerning a Lawyer's Services: Specific Rules (amended April 21, 2021)
- North Carolina State Bar, Rule 7.3 Direct Contact with Potential Clients (amended April 21, 2021)
- North Carolina State Bar, Rule 7.4 Intermediary Organizations (amended April 21, 2021)
- North Carolina State Bar, Review of Law Firm Websites
- North Carolina State Bar, 2010 Formal Ethics Opinion 14: Use of Search Engine Company's Keyword Advertisements
- North Carolina State Bar, 2012 Formal Ethics Opinion 1: Use of Client Testimonials in Advertising
- North Carolina State Bar, 2009 Formal Ethics Opinion 16: Verdicts, Settlements and Memberships on a Website
- North Carolina State Bar, 2018 Formal Ethics Opinion 8: Advertising Inclusion in Self-Laudatory List or Organization
- North Carolina State Bar, 2018 Formal Ethics Opinion 1: Website Directories and Rating Systems with Third Party Reviews
- North Carolina State Bar, 2017 Formal Ethics Opinion 1: Text Message Advertising
- North Carolina State Bar Journal, The Difficulty of Opining on Internet Advertising Programs Such as Google's LSA Program
- North Carolina General Assembly, G.S. 84-38 (solicitation of legal business)
- The Florida Bar, Handbook on Lawyer Advertising (approved December 10, 2025)
- Google Ads Help, About responsive search ads
- Google Ads Help, About keyword matching options
- Google Local Services Help, How leads and charges 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.
More about SantiagoWant a second pair of eyes on this?
Book a free 30-minute call. Tell us how cases come in today, and we'll tell you straight what we'd change, and whether we can help.