South Carolina lawyer advertising rules: a worked example

What does Rule 7.1 say about misleading communications?

Rule 7.1 bars false or misleading statements about a lawyer or the lawyer’s services. As summarized from the published rule and comments, a statement can mislead if it leaves out a fact needed to keep the whole message accurate, creates unrealistic expectations about results, or makes comparisons with other lawyers that cannot be backed up. The comments say qualifying language can prevent a statement from misleading.

What about testimonials and past results?

The comments to Rule 7.1 say testimonials and endorsements should be identified as such, that a paid endorsement should disclose the payment, and that an endorsement from someone who is not an actual client should say so. They also call for a clear statement that a result for one client does not predict similar results for others. Past verdicts and settlements can mislead if shown without that kind of statement.

What does Rule 7.2 require in an ad?

• The name and office address of at least one lawyer responsible for the content.
• The city or town of the practising office.
• Whether the client pays expenses beyond the fee, and whether a percentage fee is calculated before or after expenses.
• Disclosures that are legible and conspicuous, and, online, on the same page as the claim they qualify.
• A fee or range quoted in an ad generally honoured for 90 days, unless the ad states a shorter period.
• Review of each ad before it runs, and a copy kept with the dates and places it ran, for two years after its last use.

Rule 7.2 generally bars paying for a recommendation, except for reasonable advertising costs and a few other listed items. Its Comment [7] allows paying a lead generator if the generator does not recommend the lawyer and its own communications comply with Rule 7.1. See buying leads vs. owning your pipeline.

Can you contact accident victims directly?

Rule 7.3 restricts a lawyer from approaching someone in person, by live phone or by real-time electronic chat to seek paid work when earning money is a significant motive. It lists exceptions, such as a person who is a lawyer or has a family or prior professional relationship with the lawyer. As summarized from the published rule, it also bars solicitation about a personal injury or wrongful death claim for 30 days after the event. Targeted written, recorded or electronic messages must be labelled as advertising, carry required statements, and be backed by a file kept for two years.

The rule says it was last amended August 26, 2026, so check the current text before relying on this summary.

How does this affect AI calls to leads?

Rule 7.3 is about the lawyer reaching out. A person who has just sent your firm’s ad form has contacted you, which is different from cold outreach, but the wording on the form, the script of the call and the consent rules all matter. See AI calls: consent and disclosure. Ask your ethics counsel to review any outbound process before it runs.

What if my firm is in another state?

Use this page as a model of what to look for, then read your own rules. Our rules guide explains how to find your state’s version of Rules 7.1 to 7.3 and what to ask counsel.