This article is part of our Law Firm Marketing Guide: how clients find lawyers online, what the advertising rules allow, and how to choose the right help. Want to know where your firm's site stands? Get a free 20–30 page website audit within 24 hours.
Yes, lawyers can use client reviews and testimonials in most states, but with conditions. The ABA Model Rules allow them as long as they are not misleading. Some states add specific rules, such as required disclaimers or a ban on testimonials you paid for.
Reviews also live on platforms you do not control, like Google. That brings in two more rulebooks: the platform's own policy and the Federal Trade Commission's rule on fake reviews. This guide walks through all of them in plain English. It is part of our Law Firm Marketing Guide.
This is marketing guidance, not legal advice. Rules vary by state, so confirm with your state bar's ethics resources before you change how you use reviews.
Key Takeaways
- Under the ABA Model Rules, a testimonial is allowed if it is truthful and does not create unjustified expectations about results.
- Florida bans testimonials that were drafted by the lawyer, given in exchange for something of value, or shown without a "may not obtain the same results" disclaimer.
- New York allows client testimonials with the disclaimer "Prior results do not guarantee a similar outcome" and written consent for pending matters.
- Google does not allow incentives for reviews or asking only happy clients, and lawyer rules on paying for recommendations are stricter still.
- ABA Formal Opinion 496 says you must not reveal client information when replying to a negative review.
- Ask every client for an honest review, the same way, with no reward attached.
What counts as a review or testimonial
A testimonial is a statement by someone else about your services. The comment to Florida's Rule 4-7.13 defines it as a personal statement by anyone other than the lawyer "regarding the quality of the lawyer's services or the results obtained." That covers quotes on your site, video clips and reviews you repost.
Florida's comment also says clients are "well-qualified to opine on matters such as courtesy, promptness, efficiency, and professional demeanor." That is a helpful guide for which reviews to feature. A review about how you communicated is lower risk than one about a dollar result.
The ABA baseline
The ABA Model Rules do not have a separate testimonial rule. Testimonials fall under Rule 7.1, which bans false or misleading communications.
The Rule 7.1 comments say a truthful report of results "may be misleading" if it leads people to expect the same outcome "without reference to the specific factual and legal circumstances of each client's case." An "appropriate disclaimer or qualifying language" may help avoid that.
Rule 7.2(b) adds a second limit. You may not give "anything of value to a person for recommending the lawyer's services." A review that praises you is a recommendation. The Rule 7.2 comments allow only nominal thank-you gifts, and not if there is any promise or understanding that the gift would come or that referrals would follow. In practice, that means no gift cards, discounts or entries into a drawing for reviews.
State examples: Florida, New York and California
States differ a lot here. Three examples:
| Topic | Florida | New York | California |
|---|---|---|---|
| Are testimonials allowed? | Yes, with conditions | Yes, with conditions | Yes, if not misleading |
| Disclaimer | Must say the prospective client may not obtain the same or similar results | "Prior results do not guarantee a similar outcome" | Rule comment says a disclaimer "often avoids" unjustified expectations |
| Paid or rewarded testimonials | Not allowed if the person was given something of value | Paid endorsements must disclose the payment | Rule 7.2(b) limits paying for recommendations |
| Written by the lawyer | Not allowed | Must be the client's real testimonial | Must not be false or misleading |
| Pending matters | Not addressed in the same way | Client's informed consent, confirmed in writing | Not addressed in the same way |
Florida example
Florida's Rule 4-7.13(b)(9) lists six kinds of testimonial that are "deceptive or inherently misleading." These include one the person is "unqualified to evaluate," one "written or drafted by the lawyer," one given "in exchange for which the person making the testimonial has been given something of value," and one without the disclaimer "that the prospective client may not obtain the same or similar results." Florida Chapter 4 rules
New York example
New York's Rule 7.1(d) and (e) allow "testimonials or endorsements of clients, and of former clients" if they can be factually supported and carry the disclaimer "Prior results do not guarantee a similar outcome." For a matter still pending, the client must give "informed consent confirmed in writing." Rule 7.1(c)(1) bars a paid endorsement unless you disclose the payment. NYSBA compilation of New York's rules, amended through January 1, 2025
California example
California's Rule 7.1 comment 4 names "a testimonial about or endorsement of the lawyer" as something that may mislead if it creates unjustified expectations. It adds that "an appropriate disclaimer or qualifying language often avoids" that problem.
If you practice in Texas or another state, read your state's version of Rule 7.1 and any ethics opinions on testimonials before you publish them.
Asking clients for reviews
Getting reviews is mostly about asking consistently. Three rulebooks shape how you ask.
Your bar rules. As above, do not offer anything of value in return. Ask every client, not just the happy ones, so your requests stay neutral.
Google's policy. Google's prohibited and restricted content policy says businesses may not "offer incentives – such as payment, discounts, free goods and/or services" for reviews. It also bans efforts to "selectively solicit positive reviews from customers" and content based on a conflict of interest, which "may include current or former employment." So staff and family should not review the firm.
The FTC rule. The FTC's Consumer Reviews and Testimonials Rule went into effect on October 21, 2024. Its Q&A says you "can't suggest to consumers that their reviews must be positive" to get an incentive. It also says the rule does not ban asking only happy customers, "but this practice could violate the FTC Act." The FTC's announcement of the final rule lists fake reviews, insider reviews without disclosure and review suppression among the banned practices.
The FTC rule allows some incentives that your bar rules and Google do not. Follow the strictest of the three.
A simple, compliant way to ask
- Ask at a natural moment, such as when a matter closes or a milestone is reached.
- Use the same short message for every client, with a direct link to your Google profile.
- Say "We'd value your honest feedback," not "Please leave us five stars."
- Do not suggest what to write, and never mention results you want them to include.
- Do not pressure clients to review while they are in your office. Google's policy bars requiring or pressuring reviews on the premises.
- Remind clients not to share private details of their case in a public review.
Our upcoming guide to getting more Google reviews ethically covers timing and templates in more depth. For the profile side, see Google Business Profile for Law Firms.
Replying to reviews without breaking confidentiality
Negative reviews are where lawyers get into the most trouble. ABA Formal Opinion 496 (January 13, 2021) says a negative review "alone" does not justify disclosure in self-defense under Rule 1.6(b)(5). Any reply that reveals information about the representation goes too far.
The opinion suggests, as a best practice, that you "consider not responding" at all. If you do reply, you may invite the person to contact you privately. Another option it describes is saying that professional considerations prevent a response.
It also notes ABA Formal Opinion 480, which says lawyers may not reveal client information in public commentary, "including information contained in a public record." So "the court records show you missed three hearings" is not a safe reply.
Safe reply examples:
- Positive review: "Thank you for taking the time to leave a review." Keep it generic and add no details about the matter.
- Negative review: "We take feedback seriously. Please call our office so we can talk directly." Nothing more.
Showing reviews on your website
Featuring reviews on your own site is advertising, so the rules above apply in full. A short checklist:
- Use real, unedited reviews with the reviewer's consent, and keep a record of the source.
- Add your state's required disclaimer next to the testimonials, not hidden in a footer.
- Prefer reviews about service, communication and responsiveness over ones about results.
- Get written consent before using a client's name or matter details, as confidentiality rules require.
- Remove testimonials about lawyers who have left the firm.
- If you embed a review widget, check what it shows and that it does not filter out negative reviews.
For more on trust signals that go beyond reviews, see How to Demonstrate Legal Expertise on Your Website. For the wider advertising rules, read Lawyer Advertising Rules for Websites.
Next step
When your review process is compliant, the next step is building a steady flow of reviews and putting them to work in local search. Read our guide to ethical review generation for law firms next. Or get a free 20–30 page website audit within 24 hours, including a check of how reviews show on your site.
Frequently asked questions
Can I offer a gift card to clients who leave a review?
No, not safely. ABA Model Rule 7.2(b) bars giving anything of value for a recommendation, beyond nominal gifts with no promise attached. Google's policy also bans incentives for reviews. Florida treats a testimonial given for something of value as inherently misleading.
Do I need a disclaimer next to testimonials?
In some states, yes. Florida requires a disclaimer that the prospective client may not obtain the same or similar results, and New York requires "Prior results do not guarantee a similar outcome." Even where it is not required, a clear disclaimer helps avoid unjustified expectations under Rule 7.1.
Can I write a testimonial for a client to approve?
Not in Florida, which bans testimonials "written or drafted by the lawyer." In other states it still risks being misleading, because it is not truly the client's words. Let clients write in their own words.
How should I respond to a fake or unfair review?
ABA Formal Opinion 496 says you may ask the platform to remove it, and you must not disclose client information in any reply. A short note inviting the person to contact you privately is a permitted option under the opinion.
Can my staff or family review the firm on Google?
They should not. Google's policy restricts content based on a conflict of interest, including current or former employment. The FTC rule also targets undisclosed reviews by company insiders.
