Pursuant to Standing Board Policy 1.60, the Board of Governors of The Florida Bar publishes this notice of intent to consider the following items at its October 2, 2026, Board of Governors meeting. This is governed by Rule 1-12.1, Rules Regulating The Florida Bar. If approved by the board, most rules amendments must still be formally filed with the Supreme Court of Florida, with further notice and opportunity to be heard, before they are officially approved and become effective. Amendments to section bylaws, standing board policies, and other policies and procedures are final on Board of Governors action. Additionally, non-substantive edits to conform to the Supreme Court style guide are not noted in the summary. To receive a full copy of the text of proposed amendments, email [email protected] or call the Rules Administrative Coordinator at 850-561-5780. Reference any requested proposal by its title or item number and date of this publication.

RULES REGULATING THE FLORIDA BAR

First Reading

Chapter 4. Rules of Professional Conduct

4-7. Information about Legal Services

Rule 4-7.13 Deceptive and Inherently Misleading Advertisements

Within rule 4-7.13, adds new subdivision (b)(13) prohibiting the use of a spokesperson or promotional partner that is directly or indirectly compensated, sponsored or otherwise benefitted by the lawyer or law firm without a clear and conspicuous disclaimer such as "paid spokersperson" or other similar disclosure of the relationship. Within rule 4-7.13, adds new subdivision (b)(14) prohibiting the use of a voice or image of a person giving the erroneous impression that the person is a current or former client or has a basis to endorse the lawyer or law firm's credentials, ability, competence, or character without a clear and conspicuous disclaimer of the relationship with the lawyer or law firm such as "paid spokesperson" or other similar disclosure.

Rule 4-7.15 Unduly Manipulative or Intrusive Advertisements

Deletes subdivision (c) regarding use of a celebrity.  Within rule the comment, deletes the final paragraph regarding use of celebrities.

The Board Review Committee on Professional Ethics also directed that the Board of Governors be provided with 4 additional alternatives that were considered:

Rule 4-7.15 Unduly Manipulative or Intrusive Advertisements

Replaces subdivision (c) and comment with a prohibition against use of a compensated spokesperson or celebrity unless a clear and conspicuous disclaimer of the fact of compensation is included.

Rule 4-7.15 Unduly Manipulative or Intrusive Advertisements

Deletes subdivision (c) and commentary regarding celebrities in their entirety.

Rule 4-7.15 Unduly Manipulative or Intrusive Advertisements

Replaces subdivision (c) and commentary on celebrities with a prohibition against using a spokesperson to endorse the lawyer or law firm or give an opinion about the quality of the lawyer or law firm’s services.

Rule 4-7.15 Unduly Manipulative or Intrusive Advertisements

Replaces subdivision (c) and commentary on celebrities with a prohibiton against the use of a compensated spokesperson without a clear and conspicous disclaimer that the spokesperson is compensated and the advertisement otherwise complies with subchapter 4-7.

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