How law firms are marketed


Traditionally law firms have not engaged in very much marketing. Until recently, many people would use one solicitor, or firm of solicitors, for all their problems. If specialist expertise was required a solicitor might instruct a barrister to assist or alternatively refer the client to a different firm.

Marketing was not seen as necessary.

Changing times

Today, however, things are different. Consumers are far more discerning in who they engage and much less willing to use the same practitioner for everything. Lawyers now have to compete for business in a way they never had to before. This has led to firms of solicitors engaging in marketing.  

Nowadays most firms will have a website detailing what they do. They may advertise in the local or even national press. Their staff may also receive training in how best to present their service. This is all positive news for consumers; it means it is possible to find the right firm for the right case.

Regulations and requirements

If you intend to engage a solicitor, you may feel sceptical about the claims they make on their marketing materials. Whilst it is important to be cautious, you can be confident that most advertisements and content will be accurate.

All law firm marketing must be carried out in accordance with advertising regulations. The Trades Description Act has clear guidance about how all businesses carry out the marketing of their goods or services. They must also carry out its activities in full compliance with the Supply of Goods and Services Act.

Most importantly, marketing does not affect a solicitor’s responsibility to you as a client. They are not permitted to make false claims about the strength of your case, or their ability to win it, in order to attract your business.

What to do if the marketing was misleading

If you are not satisfied with the service you have received, you can make a complaint. All law firms are obliged to have a complaints procedure and if they cannot resolve the issue, you are entitled to raise the matter with the legal ombudsman. You can read more about what to do in this case on our professional negligence pages.

All law firm marketing should comply with current advertising standards and regulations. If you feel that the law firm marketing you have seen is false, you can report the company in the first instance to your local Trading Standards Office. Visit our advertising pages to learn more.

If you have a case concerning marketing and advertising, Contact Law can put you in touch with a cost effective specialist solicitor free of charge. Pease call us on 0800 1777 162 or complete the web-form above to speak to one of our advisors.

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