Ad Compliance
At Open Book Agencies, we set the bar high for ethical, effective, and legally compliant advertising.
We believe every image and video used in law firm advertising should build trust, respect client confidentiality, and uphold professional obligations.
Core Principles
Agencies must uphold these principles at all times:
Factual Accuracy
Back every claim with solid evidence, such as court orders, statutes, or reputable sources.
Ethical Integrity
Follow the ABA Model Rules of Professional Conduct (Rules 7.1–7.5) and state bar standards; avoid misleading, exaggerated, or deceptive content.
Transparency & Trust
Clearly disclose paid endorsements, dramatizations, or marketing intentions to audiences.
Client Confidentiality
Obtain written, documented consent before using any client likeness, name, or story.
Legal Compliance
Respect copyright and intellectual property laws; use only licensed or owned media.
Accessibility & Inclusivity
Ensure all media is accessible to diverse audiences, including those with disabilities.
Content Approval & Review
Every piece of visual or video content must be submitted to and approved in writing by the law firm before use.
Maintain a digital “fact folder” for each claim, and re-approve any material changes that could impact meaning or compliance.
Legal & Ethical Compliance
✔ ABA and State Bar Rules:
Ensure content is truthful and not misleading. Disclose paid endorsements transparently. Avoid misleading comparisons or claims of superiority.
✔ Copyright and Licensing:
Use only media that is owned, licensed, or properly sourced. Document all licenses (e.g., Getty Images, Shutterstock, Unsplash). Avoid infringement risks.
✔ Truth in Advertising:
Comply with federal (15 U.S. Code §§52–55) and state truth-in-advertising laws.
Best Practices for Implementation
✔ Provide regular staff training on ethical and legal standards.
✔ Schedule periodic audits and content reviews.
✔ Use reputable media sources and maintain proof of licensing.
✔ Stay attuned to cultural sensitivity and evolving social norms.
✔ Commit to accessibility features like captions, transcripts, or audio descriptions.
Sample Agency Checklist
Pre-Approval:
Obtain written sign-off for all images and videos
Fact Folder:
Document and archive evidence for all factual claims.
Client Consent
Secure and store written permissions for client stories or images.
Copyright Compliance
Confirm and document proper licensing or ownership.
Disclaimers:
Include necessary disclaimers (e.g., “past results do not guarantee future outcomes”).
Transparency
Clearly disclose marketing or dramatization elements.
Accessibility
Provide captions, transcripts, or audio descriptions for videos.
Vendor Oversight:
Monitor vendor practices and ensure contract compliance.
Training
Provide ongoing education on legal and ethical standards.