South Carolina rules
What must every South Carolina lawyer ad include, from the office city to the fee terms?
No filing, but a long list of required content: the office city, fee and cost terms, labeled testimonials, a results disclaimer, and strict rules for letters after accidents.
By Santiago Alvarez, Founder, Ad Hoc Digital
Last updated
The short answer
If you read one part of this page, read this.
South Carolina regulates lawyer ads through Rules 7.1 to 7.5 of the Rules of Professional Conduct, which the Supreme Court publishes as Rule 407 of the South Carolina Appellate Court Rules. The current text has no filing or pre-approval step. Instead, Rule 7.2(b) makes the lawyer review every ad before it runs and keep a copy, with when and where it ran, for two years.
Three rules change South Carolina ad copy directly. Every ad discloses the city or town of the office where the lawyers who will do the work principally practice (7.2(h)). Any fee information says whether the client pays expenses and, for a percentage fee, whether it's taken before or after expenses (7.2(f)). And a testimonial is labeled as one, with a statement that one client's result doesn't mean others will get similar results (7.1(d)).
South Carolina also asks that ads be "predominately informational" (7.2(a)) and bans nicknames that imply results. 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
Rule 407 holds South Carolina's ad rules, and Rules 7.1 and 7.2 were last amended in 2016.
The Supreme Court of South Carolina adopts the Rules of Professional Conduct as Rule 407 SCACR and publishes each rule, with its "last amended" line, on sccourts.org.
| Rule | What it covers | Marketing effect |
|---|---|---|
| 7.1 (amended August 10, 2016) | False, misleading or deceptive communications, including testimonial conditions and nicknames | Label testimonials; no "Heavy Hitter" style names |
| 7.2 (amended August 10, 2016) | Advertising: informational content, review and records, paying for referrals, required disclosures | Office city, fee terms, a responsible lawyer's name and office address |
| 7.3 (amended August 26, 2026) | Solicitation: live contact, the 30-day rule, labels and statements on letters and emails | Targeted mail and email follow a set format |
| 7.4 | Fields of practice and specialization | "Specialist", "expert", "certified" and "authority" are limited |
| 7.5 | Firm names and letterheads | Trade names allowed if they don't imply a government or charity connection |
The newest change is small. The Court's order of August 26, 2026 amended Rule 7.3(d)(2) and (3) "to update phone and address contact requirements for lawyer solicitations", effective immediately, in an order the Court described as correcting minor scrivener's errors or making non-substantive changes. Check any solicitation letter template against the current page. The national model text, for comparison, is in our ABA Model Rules guide.
Filing or pre-approval
No ad is filed in South Carolina, but the lawyer reviews each one first and keeps it two years.
The current Rule 407 text sets no filing, fee or review by the Court's offices, and the Office of Disciplinary Counsel pages we read describe none.
- Review before it runs (7.2(b))
The lawyer is responsible for the content of any ad or solicitation and "has a duty to review" it before dissemination for compliance. Comment [6] puts the duty on the lawyer who disseminates the ad or causes it to run; in our reading, that covers ads an agency places.
- Two-year records (7.2(b))
Keep a copy or recording of every advertisement for two years after it last ran, with a record of when and where it ran. For targeted letters and emails, Rule 7.3(c) adds a two-year file showing how you knew the person needed legal services and the factual basis for any statements made.
- No fee, no clock
Because nothing is filed, there's no fee and no waiting period before launch. Compare North Carolina, which also has no filing but leaves record keeping out of the rule.
What every ad must include
South Carolina's required content list is long, and short ad formats have to fit it.
Rule 7.2 sets most of it. Paragraph (i) adds that every required disclosure must be legible and conspicuous, and online it must sit on the same page as the statement that triggers it.
| Requirement | Rule | In practice |
|---|---|---|
| Name and office address of at least one responsible lawyer | 7.2(d) | Comment [10] exempts only items with nothing but the firm name, a plain logo and contact details |
| City or town of the office where the lawyers doing the work principally practice (county if outside a city) | 7.2(h) | Goes in the ad itself, not only on the landing page |
| Fee information says whether the client owes expenses beyond the fee, and whether a percentage is computed before or after expenses | 7.2(f) | "No fee unless we win" needs both answers next to it |
| Advertised fees honored at least 90 days unless the ad states a shorter period, or a year for annual publications | 7.2(g) | Pause fee ads you don't want to honor |
| Paying for another firm's ad: name and address of that lawyer, the relationship, and whether cases may be referred | 7.2(e) | Applies to co-op ads and shared campaigns |
| Mostly factual content, with "only a minimal amount" designed to attract attention | 7.2(a) | Gimmicks with no link to choosing a lawyer are the target |
Comment [10] has a detail that's easy to miss: a logo that depicts "an animal, hammer, or other recognizable thing", or any slogan or tagline, including one inside a phone number or web address, triggers the name-and-address requirement. A billboard with a firm's eagle logo and a vanity number needs the responsible lawyer's name and office address. Our ad copy rules guide covers fitting required lines into short formats.
Results and testimonials
Testimonials and results need labels and a set disclaimer in South Carolina.
Rule 7.1(d) lists four conditions for any testimonial or endorsement, and comment [3] applies the same disclaimer to ads about results.
- Say it's a testimonial: a testimonial or endorsement must be identified as one (7.1(d)(1)).
- Disclose payment: if anything was paid for it, say so (7.1(d)(2)).
- Disclose non-clients: if the speaker isn't an actual client, identify that fact (7.1(d)(3)). An actor reading a client's words needs the label.
- Add the results statement: it must "clearly and conspicuously state that any result the endorsed lawyer or law firm may achieve on behalf of one client in one matter does not necessarily indicate similar results can be obtained for other clients" (7.1(d)(4)).
- Results ads: comment [3] says ads about results, "such as the amount of a damage award" or a verdict record, are precluded unless they carry a clear and conspicuous statement to the same effect.
- Nicknames: no nickname, moniker or trade name that implies an ability to get results (7.1(e)). Comment [4] names "Heavy Hitter" and "The Strong Arm" as examples.
In our reading, a Google review you quote on your own site or in an ad is a testimonial you're using, so it carries the label and the statement. Our testimonials guide shows how other states handle them. Collecting reviews is covered in our Google reviews guide.
Specialist, expert, certified
Four words are off-limits unless the Supreme Court's certification program backs them.
Rule 7.4(b) says a lawyer who isn't certified may say they concentrate in, limit practice to, or accept cases in a field, but the statement must be "strictly factual" and contain no form of "certified," "specialist," "expert," or "authority".
- Who may say "certified specialist"
A lawyer certified under Rule 408 SCACR in a field designated by the Supreme Court Commission on Continuing Legal Education and Specialization, or holding a certificate from an independent certifying organization that Commission approved (7.4(a)). The certifying organization must be clearly named.
- The listed exceptions
"Patent Attorney" for those admitted before the Patent and Trademark Office, trademark designations, "proctor in admiralty", and "certified mediator" or "certified arbitrator" for lawyers certified by the Supreme Court's Board of Arbitrator and Mediator Certification (7.4(c) to (e)).
"Expert" is easy to miss: "expert DUI defense" and "injury experts" both use a form of a banned word. We write "we handle" or "our practice is limited to" instead.
Solicitation and referrals
Letters after accidents wait 30 days, and every solicitation follows a fixed format.
Rule 7.3 bans live solicitation of strangers and sets a long list of format requirements for targeted letters and emails.
- Live contact (7.3(a)): no in-person, live phone 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.
- 30 days (7.3(b)(3)): no solicitation about personal injury, wrongful death, or an accident or disaster involving the person or a relative unless it happened more than 30 days earlier.
- Other bans (7.3(b)): not after the person asks you to stop, not with coercion or undue influence, not to someone you know has a lawyer in the matter, not to someone whose state makes reasoned judgment unlikely.
- Labels (7.3(d)(1)): "ADVERTISING MATERIAL" in capitals on the envelope and each page; for email, in the subject line and at the beginning and end; recorded or electronic messages say they're an advertisement at the start and end.
- Required statements (7.3(d)(2)): two set paragraphs, one pointing to other lawyers and the South Carolina Bar Lawyer Referral Service, one saying the advice is general, plus a capitalized statement giving the Office of Disciplinary Counsel's address and phone number for complaints. Copy the current wording from the rule page.
- Delivery and content (7.3(e) to (i)): regular U.S. mail only, nothing that looks like a pleading, disclose how you learned of the occurrence, keep the legal problem off the envelope, and say so if another lawyer will likely handle the case.
On paying for clients, Rule 7.2(c) allows reasonable ad costs, a legal service plan's charges and a not-for-profit lawyer referral service's charges. Comment [7] allows paying for leads if the lead generator doesn't recommend you or imply it analyzed the person's problem. Only not-for-profit referral services are named. Our paying for leads guide compares other states.
Channel by channel
Applying South Carolina's rules to search, social and AI search content.
No South Carolina rule names a platform. Comment [1] to Rule 7.3 does say ads automatically generated in response to an internet search aren't solicitations, which settles search ads.
| Channel | What the rule means there | The rule |
|---|---|---|
| Google search ads | Advertising, not solicitation; the office city and any fee terms must fit the ad, so they go in pinned positions | 7.3 comment [1]; 7.2(f), (h) |
| Local Services Ads | Google charges per valid lead; no South Carolina rule or court page we read mentions the program, so 7.2(c) and comment [7] are the test | 7.2(c) |
| Facebook and Instagram ads | Testimonial videos carry the label and the results statement; on-screen text stays up long enough to read | 7.1(d); 7.2(i) |
| Social media posts | Posts about your services are communications; a quoted review is a testimonial | 7.1 |
| Website and AI search content | Disclosures sit on the same page as the claim; FAQs and profiles that AI search tools may quote must stay factual and avoid unsubstantiated comparisons | 7.2(i); 7.1(c) |
Google's help page says text pinned to Headline 1, Headline 2 or Description 1 "will always show", which is how we keep the city line in every version of a search ad. Our Local Services Ads service starts from this table for South Carolina firms. So does our AI search service.
What we check
Our South Carolina pre-launch review, line by line.
When we check a South Carolina campaign, the first pass looks only for required content: the city or town, the responsible lawyer, and the fee terms.
City or town in every ad
The office city where the lawyers principally practice goes in a pinned description, or the county if the office is outside a city.
Fee line or no fee line
If an ad mentions a fee or "no fee", it also says whether expenses are extra and how a percentage is computed. If both don't fit, the fee claim comes out.
Label every testimonial
Identified as a testimonial, payment and non-client status disclosed, and the results statement added in readable size.
Search the copy for four words
Any form of "certified", "specialist", "expert" or "authority" is removed unless a Rule 408 certification backs it.
File the records
A dated copy of each ad version, with where and when it ran, goes into the firm's two-year file.
A Facebook and Instagram campaign we ran is in the case study $1.5 Million From a Niche No One Was Targeting, a figure that's the firm's result, not an ad claim. Our Meta ads service runs on this review. For that practice, see our personal injury marketing page.
Common mistakes
Where firms go wrong.
South Carolina mistakes we look for when a firm brings us its ads.
No office city in the ad
Rule 7.2(h) wants the city or town in the advertisement, so a landing page address alone doesn't cover a search or social ad.
"No fee unless we win" alone
Rule 7.2(f) requires saying whether expenses are owed and, for a percentage, whether it's computed before or after expenses.
Unlabeled client videos
Rule 7.1(d) requires identifying a testimonial and adding the statement that one client's result doesn't indicate others will get similar results.
"Expert" in a headline
Rule 7.4(b) bars any form of the word for lawyers who aren't certified under the Supreme Court's program.
A logo that triggers the rule
Comment [10] to Rule 7.2 says a depiction in a logo or a tagline triggers the requirement to name a responsible lawyer and office address.
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 South Carolina lawyers file ads with anyone?
Not under the current Rule 407 text. The lawyer must review each ad before it runs and keep a copy with a record of when and where it ran for two years after it last ran (Rule 7.2(b)).
What disclaimer does a South Carolina testimonial need?
Rule 7.1(d) requires identifying it as a testimonial or endorsement, disclosing any payment, disclosing if the speaker isn't an actual client, and clearly stating that a result for one client in one matter doesn't necessarily indicate similar results for others.
How long must a South Carolina lawyer wait to contact an accident victim?
More than 30 days after the accident or disaster for any solicitation about personal injury, wrongful death or the accident itself (Rule 7.3(b)(3)). Live, in-person or real-time contact with strangers is banned regardless of timing.
Can I say "no fee unless we win" in South Carolina?
Only with the disclosures Rule 7.2(f) requires: whether the client will owe expenses in addition to the fee and, if the fee is a percentage, whether it's computed before deducting expenses.
Does a South Carolina website need the same disclosures as an ad?
Yes, where it makes the claims that trigger them. Rule 7.2(i) says that on a website, online profile or internet ad, required words appear on the same page as the statement that requires them. Our landing pages guide covers page layout.
Can a South Carolina lawyer call themselves a specialist?
Only if certified under Rule 408 SCACR or by an independent organization the Supreme Court's Commission on Continuing Legal Education and Specialization approved, with the certifier named. Everyone else may say they concentrate in or limit practice to a field.
How does South Carolina compare with Georgia?
Georgia's rules, rewritten in 2026, are much shorter and let lawyers describe a specialty based on experience. Our Georgia guide covers the differences. Every other state is in the list of rules by state.
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.
- South Carolina Judicial Branch, Rule 407 SCACR, Rule 7.1 Communications Concerning a Lawyer's Services (amended August 10, 2016)
- South Carolina Judicial Branch, Rule 407 SCACR, Rule 7.2 Advertising (amended August 10, 2016)
- South Carolina Judicial Branch, Rule 407 SCACR, Rule 7.3 Solicitation of Clients (amended August 26, 2026)
- South Carolina Judicial Branch, Rule 407 SCACR, Rule 7.4 Communication of Fields of Practice and Specialization
- South Carolina Judicial Branch, Rule 407 SCACR, Rule 7.5 Firm Names and Letterheads
- Supreme Court of South Carolina, Order re South Carolina Appellate Court Rules (August 26, 2026)
- South Carolina Judicial Branch, Court Rule Maintenance orders
- South Carolina Judicial Branch, Office of Disciplinary Counsel
- Google Ads Help, About responsive search ads
- 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.
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