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Lead Generation and Bar Advertising Rules

Attorney advertising and paid lead arrangements are regulated by each state bar, and the rules vary. This guide gives general background on the ABA Model Rules and stresses confirming your own state's current requirements.

Before you sign up for any lead or marketing service, it is worth understanding the regulatory backdrop. This is general business information to help you ask the right questions — it is not legal or ethics advice, and you should not rely on it in place of your own state bar’s rules.

Regulation is state by state

Attorney advertising and paid lead arrangements are regulated by each state bar, and the rules differ meaningfully from one jurisdiction to the next. What is routine in one state may carry conditions, disclosures, or restrictions in another. There is no single national rulebook that controls your conduct.

The ABA Model Rules as background

Many states model their rules on the American Bar Association’s Model Rules of Professional Conduct. Two are commonly referenced in this area:

These Model Rules are guidance, not binding law. Your actual obligations come from the rules your jurisdiction has adopted and how its bar interprets them today.

Marketing fees vs. fee-splitting

A distinction often discussed is between paying for marketing and sharing legal fees. As a general matter, paying a service a flat or per-inquiry fee for advertising or client introductions is frequently treated differently from paying a non-lawyer a cut of the legal fee earned on a case. That said, the specifics — including permissible payment structures and required disclosures — are defined by your state’s rules. We are not telling you that any particular arrangement “is compliant,” because that determination belongs to you and your state bar.

Confirm your own rules

This page cannot substitute for the current rules in your jurisdiction. Before entering any arrangement:

Where Find Local Law fits

Find Local Law is a marketing and client-matching service, not a law firm, and we do not share in your legal fees. We publish legal guides, and when readers are ready to speak with a lawyer we send participating firms a client inquiry. How you structure your participation in light of your state’s rules remains your decision. For background on the model, see how attorney lead generation works.

If you would like to receive client inquiries in your area, you can join our network.

Frequently asked questions

Are attorney lead generation services allowed?
Many jurisdictions permit paying a marketing service for advertising or client inquiries, and treat it differently from sharing legal fees. But rules vary by state and change over time, so confirm your own state bar's current position before relying on any arrangement.
What is the difference between a lead service and fee-splitting?
Broadly, paying a flat or per-inquiry marketing fee is treated as advertising, while sharing a portion of the legal fee earned on a matter with a non-lawyer raises fee-splitting concerns. The line is drawn by your state's rules, so check them rather than relying on a summary.
Which rules govern attorney advertising?
Each state bar sets its own rules, often informed by the ABA Model Rules — Rule 7.2 on advertising and Rule 5.4 on professional independence and fee-splitting. The Model Rules are guidance; your binding obligations come from your own jurisdiction.

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