In an increasingly competitive environment, law firms are searching for new ways to gain visibility and build trust. A frequently used marketing strategy is the use of client reviews – a common tool in many industries. However, in the legal field, this practice raises ethical and legal questions that must be addressed with particular care.
The Value of a Testimonial – Even in the Legal Field?
A positive review can strongly influence the perception of potential clients: it conveys closeness, credibility, and tangible results. Unlike other professions, however, legal practice is subject to special professional regulations aimed at preserving the integrity of the profession and protecting consumers from misleading or exaggerated advertising.
What Do the Regulations Say About Legal Advertising?
In Germany, the Berufsordnung für Rechtsanwälte (BORA – Professional Code for Lawyers) and the Bundesrechtsanwaltsordnung (BRAO – Federal Lawyers’ Act) regulate how law firm advertising may be designed. In particular, the following applies:
No guarantees of success or promises.
No comparative advertising with other firms or lawyers.
No statements that could raise false expectations or be misleading.
In this context, the use of testimonials must be approached with caution, as they can easily violate these principles – especially if not phrased precisely and responsibly.
Possible Risks in the Use of Reviews
The greatest risk of client reviews in the legal sector lies in the possibility that they may be understood as a guarantee of success. Statements such as “Thanks to this law firm I won my case” or “I received a very high compensation” may create the impression that such outcomes can be expected in other cases as well – which is not the reality. Each case is individual and must be communicated as such.
Moreover, protecting the confidentiality and privacy of clients is of utmost importance. Even if a client agrees to the publication of their review, it must be ensured that no sensitive information is disclosed – either directly or indirectly.
Best Practices for Ethically Responsible Use
If a law firm decides to integrate reviews into its communication, the following principles should be observed:
Always obtain the client’s explicit and written consent.
Do not mention success claims or specific outcomes.
Use objective and restrained language.
Avoid publishing anonymous reviews that might appear fabricated.
Add a clear disclaimer stating that each case is unique and past results do not guarantee future outcomes.
Conclusion
Legal marketing continues to evolve – but the core values of the profession remain. Client reviews can be a legitimate communication tool, provided they are used with care, transparency, and in compliance with professional regulations.
In a field where trust is the most valuable asset, ethics should always lead the way.