Legal Content Compliance: Marketing Within SRA & BSB Rules

Different legal professions are regulated by different bodies, each with specific rules about marketing and advertising.

SRA (Solicitors Regulation Authority)

• Principle 2 — Act in a way that upholds public trust and confidence
• Principle 4 — Act with honesty
• Code of Conduct 8.9 — Publicity must not be misleading
• Transparency Rules — Price and service information for certain work types

BSB (Bar Standards Board)

• rC21 — Must not make misleading or inaccurate statements
• gC84 — Referral arrangements must be transparent
• Marketing guidance — Comparative advertising permitted if factual

CLC (Council for Licensed Conveyancers)

• Code of Conduct — Transparent pricing required for conveyancing
• Advertising standards — Honest, not misleading, professional tone

Common Ground Across All Regulators

• Marketing must be truthful and not misleading
• Claims must be verifiable
• Pricing must be transparent where required
• Client confidentiality must be maintained in all content

Many firms err too far on the side of caution, producing bland content that fails to differentiate. Here's what regulators explicitly or implicitly permit:

Permitted Marketing Activities

• SEO and content marketing — No restrictions on optimising for search
• Google Ads and paid media — Permitted if ads are truthful
• Social media presence — Active engagement, thought leadership
• Client testimonials — Permitted if genuine and not misleading
• Case results (anonymised) — General outcomes without identifying details
• Awards and rankings — If verifiable and current
• Team credentials — Qualifications, years of experience, specialisms
• Pricing information — Encouraged for transparency (required for some work)

Content That's Both Compliant and Effective

• Educational guides — "Your rights as an employee" — pure information
• Process explainers — "How conveyancing works" — reduces anxiety
• FAQ content — Answers to common client questions
• Legal news commentary — Expert analysis of developments
• Video content — Solicitor explaining a legal concept

The boundaries are logical. Most restrictions protect consumers from misleading claims—which is also bad marketing practice regardless of regulation.

Prohibited or Risky Activities

• Outcome guarantees — "We will win your case" — never acceptable
• Misleading comparisons — "Best solicitors in [city]" without evidence
• Fabricated reviews — Fake testimonials or incentivised reviews
• Breach of confidentiality — Client details in case studies without consent
• Cold calling — Generally prohibited for most legal services
• Ambulance chasing — Unsolicited contact after accidents/incidents

Grey Areas to Navigate Carefully

• "Specialist" claims — Only use if genuinely specialised (accredited, exclusively practised)
• "Expert" claims — Should be supported by credentials or recognition
• Success rates — Can mention if accurate, but must provide context
• Pricing claims — "Affordable" is subjective; use specific figures instead

Use this framework to create content that's both compliant and effective at generating enquiries.

The CLEAR Framework

• C — Correct — All statements are factually accurate and current
• L — Lawful — Complies with SRA/BSB rules and ASA standards
• E — Evidence-based — Claims are supported by verifiable evidence
• A — Attributed — Named author with credentials and SRA number
• R — Respectful — Maintains client confidentiality and professional dignity

Content Review Process

• Step 1 — Content created by marketing team or agency
• Step 2 — Review by practising solicitor for accuracy
• Step 3 — Compliance check against SRA/BSB rules
• Step 4 — COLP (Compliance Officer for Legal Practice) approval
• Step 5 — Publish with appropriate disclaimers

Standard Disclaimers

• General content — "This article is for general information and does not constitute legal advice."
• Case studies — "Details have been anonymised to protect client confidentiality."
• Pricing content — "Fees quoted are indicative starting points. Your matter may differ."

Since 2018, the SRA requires firms to publish specific information for certain work types. Compliance is mandatory—and smart firms use it as a competitive advantage.

Required Information (for applicable work types)

• Pricing — Total cost or basis of charges, likely disbursements
• Service description — What's included and excluded
• Timescales — Typical matter duration
• Complaints procedure — How to complain, Legal Ombudsman details
• Regulatory status — SRA authorised, regulatory number

Applicable Work Types

• Residential conveyancing
• Probate (uncontested)
• Motoring offences (summary only)
• Employment tribunal claims (unfair/wrongful dismissal)
• Immigration (excluding asylum)
• Debt recovery (up to £100,000)

Turning Compliance into Advantage

Most firms publish the minimum. Firms that go beyond requirements—with detailed pricing calculators, video explainers, and comprehensive service descriptions—build trust and convert more effectively. Transparency isn't a burden; it's a differentiator.

Our Content strategy services are built around this exact framework, designed for businesses that need predictable growth.

See how we applied this approach in our client case studies.