At the end of May 2023, the Polish Bar Council lifted the complete ban on attorney advertising. This means that law firms will be able to use commercial information, while respecting certain restrictions on the content contained therein.
In early May of this year, consultations on the draft amendments to the Code of Advocates' Ethics concluded. Work on these amendments took over two years. Finally, on May 26, the Supreme Bar Council adopted a resolution authorizing attorneys to use commercial information . This resolution came into effect upon its adoption, meaning it is already in force.
Importantly, the website prawo.pl emphasizes that attorneys may not engage in comparative advertising or engage in partnerships with entities that acquire clients in violation of the law, principles of social coexistence, or in a manner inconsistent with the dignity of the profession (including compensation law firms). Furthermore, they may not promote third-party products or services if this would violate the principles of ethics or the dignity of the profession.
Lawyers free from marketing ban
Before the changes were introduced, attorneys were strictly prohibited from advertising their law firms. Now, they can provide information about the services they provide, while adhering to strict rules regulated by the Code of Advocates' Ethics.
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This means, among other things, that it is prohibited to create unreasonable expectations as to the results of the legal assistance provided or to disregard the rules of camaraderie.
Mateusz Mielczarek, Head of Legal at Verseo, talks about how exactly a law firm advertisement should be created:
In keeping with the principles of camaraderie , a lawyer must not disparage his or her colleagues in commercial communications. It is also unacceptable to suggest to a client that by using his or her legal services, they can always count on a favorable verdict. This would create unjustified expectations regarding the results of the legal services provided , which should not occur.
The Verseo expert also emphasizes the importance of choosing the right channel for an attorney to advertise their services. It's crucial that they don't exploit the pressure of their position or risk being accused of being pushy. Furthermore, a law firm's advertising should not demean the dignity of the profession.
Law firm advertising in practice
Under the new regulations, a law firm’s advertisement may contain information regarding, among others:
- the amount of remuneration for services provided,
- the amount of civil liability insurance.
Importantly, the lawyer must clarify whether the fee includes all expenses, taxes and other fees that the client will incur.
Attorney advertising using social proof?
There are no restrictions on commercial information relating to matters handled by the attorney or containing opinions expressed by his or her clients . The only requirement is to inform the attorney of the intended use and the manner of its use, and to obtain appropriate consent (in electronic or paper form).
A lawyer can be liked!
Attorney advertising doesn't have to be limited to Google Ads campaigns . They can also acquire new clients by focusing on their firm's SEO . But that's not all!
A dynamic lawyer can also reach his potential clients through social media.
An attorney can maintain a social media fan page . In their posts, they can boast about cases they've won or their specialization. On this channel, the attorney can also provide information about the principles behind their fees. If they wish to promote their services, using client reviews as a basis, they must first obtain their consent, explains Mateusz Mielczarek.
Marketing experts will help your law firm
Changes to the Code of Legal Ethics allow attorneys to advertise their services. They can do this themselves or outsource this activity to third parties, including experts from digital marketing agencies.
It should be emphasized that a lawyer advertising through a specialized agency still bears full responsibility for the compliance of the message with ethical principles.
At Verseo, the first 5.0 marketing agency, we provide law firm promotion services across multiple channels. We are precise, transparent, and know the importance of a kind word. We take responsibility for the results of our actions.
Check out our offer and arrange a free, no-obligation consultation.
Can legal advisors advertise their services?
Lifting the ban on advertising for attorneys somewhat "equalizes" both professions in terms of their ability to promote their services. The new Code of Ethics for Legal Advisers includes a chapter on disclosing information about their profession.
The provisions contained therein are similar to those currently available to attorneys. They address, among other things, the publication of client reviews, the ability to maintain a social media profile, and online advertising.
Similarities can also be seen in the case of restrictions – including, among others, the prohibition of using intrusive forms of promotion, exerting pressure or respecting the principles of camaraderie.
Read also… Omnibus Directive: How to inform about price reductions of goods?
Frequently asked questions about law firm positioning
No. Marketing activities of lawyers in Poland are strictly regulated by professional ethics (the Code of Advocates' Ethics and the Code of Legal Counsel's Ethics). Law firm communications must be for informational purposes only. Aggressive sales, promises of specific results, slogans such as "best lawyer," or comparative advertising are strictly prohibited.
Yes, using the paid sponsored links system (Google Ads) is possible, but requires extreme caution. Advertising texts must be devoid of emotional overtones, promotional slogans, or aggressive calls to action. Instead, they should provide objective information about the practice area, e.g., "Jan Kowalski Law Firm – Family and Inheritance Law."
Because SEO focuses on organically building search engine visibility by providing reliable information, proper website optimization ensures that a law firm's website is displayed to those actively seeking legal assistance. This is fully consistent with ethical principles.
Running a legal blog (Content Marketing) is one of the most powerful tools in this industry. Publishing substantive articles that answer common user questions (e.g., "how to write a divorce petition" or "when can you file for personal bankruptcy") builds your image as an expert, builds trust, and attracts valuable long-tail traffic to your website.
For most law firms, the most important thing is a client from their hometown. The absolute foundation in this case is an optimized Google Business Profile (Google Maps). A properly configured business card with a precise address, opening hours, and a clear division of specializations is often the first point of contact a client has with your company.
Yes, having a Google Business Profile allows you to receive star ratings from clients. This is permitted and serves to build your reputation (social proof). However, you must respect attorney-client privilege when responding to reviews, and you absolutely must not offer discounts on legal services in exchange for a positive review.
Summary
The above article covers the following topics:
- In May 2023, the Supreme Bar Council lifted the ban on advertising for lawyers, allowing commercial information with a ban on comparative advertising and cooperation with entities violating the law.
- Attorneys may provide information about services in accordance with the Code of Ethics, with a prohibition against raising unreasonable expectations and discrediting colleagues.
- Advertising may include remuneration, liability insurance and customer reviews after obtaining consent, and may use social proof.
- The lawyer builds his image through SEO, Google Ads and social media, presenting his won cases and specialization while maintaining ethical principles.
- Marketing may be outsourced to agencies, but the attorney is responsible for ethical compliance, and legal advisors have similar promotional opportunities and limitations.
