Video Ads for Law Firms on Meta: What to Do and Avoid

Short answer: Law firms can run video ads on Facebook and Instagram, but two sets of rules apply. Meta says an ad must not assert or imply a viewer's personal attributes, such as a criminal record or a health condition, and its lead forms can't ask about criminal history, health or insurance. Your state's lawyer advertising rules, often based on the ABA Model Rules, cover what the ad may say. Lead with what your firm does, not what the viewer has been through. Then have your lawyer check the final ad against your state bar's rules.

This is not legal advice. We are not your lawyers. Your state bar's rules, not this article, decide what your firm may say.

Key Takeaways

Point	Details
Don't name the viewer's problem	Meta says ads "must not contain content that asserts or implies personal attributes," including criminal record, health and "vulnerable financial status."
"You" is fine on its own	Meta allows "you" or "your" as long as the ad doesn't mention a prohibited personal attribute.
Keep lead forms short	Meta's instant forms can't ask about criminal or arrest history, health, or insurance, including the insurance company name.
Be careful with past results	The ABA comment to Rule 7.1 warns that true results can still mislead if they create "an unjustified expectation."
Name who is responsible	Rule 7.2(d) requires the name and contact information of at least one responsible lawyer or law firm.
Check your state	States set their own rules. Florida, for example, has a filing process with a cover sheet for social media and video ads.

Can law firms run video ads on Facebook and Instagram?

Yes. Under ABA Model Rule 7.2(a), "A lawyer may communicate information regarding the lawyer's services through any media." That includes social video.

The ABA rules are a model. States set their own rules, so treat the ABA text as a starting point.

Meta's Advertising Standards add: "Advertisers are responsible for understanding and complying with all applicable laws and regulations." So passing Meta's review is not the same as meeting your state bar's rules.

What does Meta not allow in a law firm ad?

In our view, the Meta rule that matters most for law firms is its Privacy Violations and Personal Attributes policy. Meta says ads "must not contain content that asserts or implies personal attributes." The list includes "physical or mental health (including medical conditions), vulnerable financial status," "criminal record" and others.

Meta's help page gives examples close to real law firm ads:

• "Are you bankrupt? Our firm has solutions." Meta says this breaks the policy because it "implies knowledge of an individual's financial status."
• "Criminal record holding you back? We can help you find a job." Meta lists this as a violation too.
• "Are you disabled? We can help!" Meta lists this as a violation.

Meta's suggested fix is to talk about the service. For the bankruptcy example, Meta's alternative is to "Explain how your firm can help someone going through bankruptcy." Its policy page puts it simply: "ads should focus on the benefits of the product or service being advertised."

So "Were you arrested?" points at the viewer's history. "We defend people charged with DUI in [County]" describes the firm. In our view, injury hooks that ask about health sit close to Meta's examples, so we write them the second way too.

Meta also says "Ads must clearly represent the company, product, service, or brand that is being advertised," and that the services in an ad "must match those promoted on the landing page." If the ad is about car accident cases, send people to the car accident page.

Can you say "you" in a legal ad on Meta?

Yes, with care. Meta's help page says "you can use the words "you" or "your" as long as your ad doesn't mention any prohibited personal attributes."

"Know your rights after a crash" talks to the viewer without naming their situation. In our view, "Are you hurt?" asks about their health, which is close to the pattern Meta warns against.

What can't a law firm lead form ask?

Meta's instant forms have their own list. Meta says you "must not create questions or include text that request" several types of information. For law firms, three stand out:

• "Criminal or arrest history"
• "Health information," which includes "current or previous physical or mental conditions"
• "Insurance information including, but not limited to, insurance company name, plan details, usage or policy numbers"

Meta also says "If your instant form includes any questions that are found to violate the Advertising Standards, your lead ad will not run."

So questions like "Who is your insurer?" or "Have you been charged before?" belong in your intake call, not the Meta form. Keep the form to contact details and a callback time.

What do the ABA Model Rules say about lawyer advertising?

Three rules matter most for ads. Quoted from the ABA's own pages:

• Rule 7.1: "A lawyer shall not make a false or misleading communication about the lawyer or the lawyer's services."
• Rule 7.2(c): "A lawyer shall not state or imply that a lawyer is certified as a specialist in a particular field of law," unless the conditions in the rule are met.
• Rule 7.2(d): "Any communication made under this Rule must include the name and contact information of at least one lawyer or law firm responsible for its content."

Past results need care. The ABA comment to Rule 7.1 says a truthful report of client results "may be misleading if presented so as to lead a reasonable person to form an unjustified expectation that the same results could be obtained for other clients." It adds that "an appropriate disclaimer or qualifying language may preclude a finding" that the statement misleads. Your state may have its own disclaimer wording.

Rule 7.3 deals with solicitation. The ABA comment says a communication "is not a solicitation if it is directed to the general public, such as through a billboard, an Internet banner advertisement, a website or a television commercial." Rule 7.3(b) limits "live person-to-person contact" when "a significant motive" is the lawyer's or firm's "pecuniary gain." How that applies to calling back a form lead is a question for your state's rules and your lawyer.

Do state bars treat social video ads differently?

Some do, and the details matter. Florida is one example. The Florida Bar's advertising page describes a timely filing as one "filed 20 days or more in advance of the intended use." It offers a cover sheet for "Social media and video sharing ads."

The Florida Bar also says "any change of any kind to an advertisement renders the advertisement a new advertisement." That matters for testing, because on Meta you often run several versions of one ad. If your state has a rule like this, ask your lawyer whether each version must be filed, and plan your versions before you file.

Other states work differently. See our law firm advertising page, then confirm on your state bar's website.

What does a real workflow look like?

Example workflow (placeholders, not client results):

[Firm Name] is a personal injury firm in [County], [State]. It wants a Meta video campaign for car accident cases.

1. Brief. The firm names its practice area, its service area and the page the ad will link to: [firm-site]/car-accidents.
2. Script. We write two short versions. A first draft opened with "Hurt in a crash?" We cut it, because it asks about the viewer's health. Version A opens: "[Firm Name] handles car accident claims in [County]." Version B opens with the responsible lawyer's name and practice area.
3. Disclosures. Each version shows the name and contact details of the responsible lawyer. No past results are used.
4. Lawyer review. The firm's lawyer checks both versions against [State]'s rules and approves or edits them.
5. Filing check. If [State] requires filing, the firm files both versions before launch. We deliver the final files.
6. Lead form. The instant form asks only for name, phone, email and best time to call. No questions about injuries, insurance or past cases.
7. Launch and intake. The ads run in [County]. The firm's intake team asks case questions on the phone.

Meta's rules shape the hook and the form. Your lawyer has the last word.

When should you hand law firm video ads to a team?

Hand it off when your lawyers don't have time to write and rewrite scripts, and you want one team to write, produce and run the ads. That is what our done-for-you team does. Your lawyer approves every script before anything runs. Our AI presenters appear as spokespeople, never as one of your lawyers. Results vary with your practice area, your market and platform delivery. Where streaming TV or streaming radio fits your plan, we place it through media partners. See how we run ads across channels.

Book a growth strategy call and we will look at your current ads and tell you plainly whether we are a fit.

FAQ

Are law firm ads allowed on Facebook and Instagram?

Yes. ABA Model Rule 7.2 says a lawyer may communicate about their services "through any media." Both Meta's Advertising Standards and your state bar's rules apply.

Can a law firm ad say "Were you arrested?" on Meta?

That style is risky. Meta says ads must not assert or imply personal attributes, including criminal record. Its examples of violations include "Criminal record holding you back?" Describe what the firm does instead.

Can a Meta lead form ask about an accident or insurance?

Not about health or insurance. Meta's list of prohibited instant form questions includes health information and insurance information, including the insurance company name. It also includes criminal or arrest history.

Do law firm ads need a disclaimer?

It depends on your state and the ad. The ABA comment to Rule 7.1 says a disclaimer may help when an ad mentions past results. Rule 7.2(d) requires a responsible lawyer's or firm's name and contact information. Check your state bar's rules.

Is a Facebook ad a solicitation under the ABA rules?

The ABA comment to Rule 7.3 says a communication directed to the general public, such as "an Internet banner advertisement" or "a television commercial," is not a solicitation. Your state's rules may differ, so ask your lawyer.

Sources

Sourced:

• American Bar Association, Model Rule 7.1 "Communications Concerning a Lawyer's Services" and Comment (living pages): https://www.americanbar.org/groups/professional_responsibility/publications/model_rules_of_professional_conduct/rule_7_1_communication_concerning_a_lawyer_s_services/ and https://www.americanbar.org/groups/professional_responsibility/publications/model_rules_of_professional_conduct/rule_7_1_communication_concerning_a_lawyer_s_services/comment_on_rule_7_1/
• American Bar Association, Model Rule 7.2 "Communications Concerning a Lawyer's Services: Specific Rules" (living page): https://www.americanbar.org/groups/professional_responsibility/publications/model_rules_of_professional_conduct/rule_7_2_advertising/
• American Bar Association, Model Rule 7.3 "Solicitation of Clients" and Comment (living pages): https://www.americanbar.org/groups/professional_responsibility/publications/model_rules_of_professional_conduct/rule_7_3_direct_contact_with_prospective_clients/ and https://www.americanbar.org/groups/professional_responsibility/publications/model_rules_of_professional_conduct/rule_7_3_direct_contact_with_prospective_clients/comment_on_rule_7_3/
• Meta Transparency Center, "Privacy Violations and Personal Attributes" (living page): https://transparency.meta.com/policies/ad-standards/objectionable-content/privacy-violations-personal-attributes
• Meta Business Help Center, "About Meta's Privacy Violations and Personal Attributes advertising policy" (living page): https://www.facebook.com/business/help/2557868957763449
• Meta Business Help Center, "Questions prohibited on your instant form" (living page): https://www.facebook.com/business/help/219356599612120
• Meta Transparency Center, "Introduction to the Advertising Standards" (living page): https://transparency.meta.com/policies/ad-standards/
• The Florida Bar, "Advertising Regulation and Information" (living page): https://www.floridabar.org/ethics/etad/

All pages read October 24, 2026.