The ABA approach
The Model Rules do not use the word "testimonial." Comment [2] to Rule 7.2 says a communication contains a recommendation if it endorses or vouches for a lawyer's credentials, abilities, competence, character, or other professional qualities, and Rule 7.2(b) limits what a lawyer may give in exchange for one. When a testimonial describes an outcome, the Rule 7.1 comment on past results applies too; see our answer on publishing case results.
Florida's conditions
The Florida Bar's advertising handbook explains that Rule 4-7.13(b)(9) prohibits testimonials unless all of these are met:
- The person is qualified to evaluate the lawyer, and the testimonial is their actual experience
- The lawyer did not write or draft it
- The person received nothing of value for it
- If it mentions results, the ad carries a clear and conspicuous disclaimer that others may not obtain the same or similar results
- The lawyer has the client's informed consent when it concerns the client's matter
The Florida guide covers the rest of the state's rules.
Practical care points for your pages
Use the client's own words, unedited except for length, and keep written consent on file. If your state bars the lawyer from drafting a testimonial, having an AI tool write one for a client to approve raises the same problem. Do not add review or rating markup for testimonials that readers cannot see on the page; our schema answer explains why accurate markup matters. Family matters call for extra care with client details, as the family law guide notes for that practice.
Go deeper
The AI search hub links each state guide and its advertising rules.