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Legal Advertising Rules in Australia: What Firms Can and Can’t Do

May 31, 2026

Legal advertising rules in Australia govern how every law firm can promote itself — and getting them wrong carries real consequences, including a Queensland lawyer fined $30,000 in 2026 over unlawful “no win, no fee” personal injury advertising. The rules aren’t there to stop you marketing; they’re there to keep it honest. Understanding them lets you market confidently. Here’s the plain-English version.

The core rule: ASCR Rule 36

Under the Australian Solicitors’ Conduct Rules (Rule 36), a solicitor must ensure that any advertising, marketing or promotion is not false, misleading or deceptive, and not offensive or prohibited by law. Crucially, you must not convey a false or misleading impression of specialist expertise unless you actually hold specialist accreditation from the relevant professional body. Calling yourself a “specialist” or “expert” in an area without that accreditation is a breach.

Personal injury advertising: the big restrictions

This is where legal advertising differs most from other industries, and where the rules vary sharply by state:

Queensland restricts personal injury advertising tightly: “no win, no fee” or other speculative-basis advertising is permitted only on the firm’s own website. It’s not allowed on radio, television, cinema or recorded phone messages, and print advertising is limited to the firm’s name, contact details and areas of practice. Touting at an accident scene or hospital is prohibited, as are referral fees.
New South Wales removed its blanket prohibition on personal injury advertising under the Legal Profession Uniform Law 2014, so the general conduct rules apply rather than a specific ban.
Other states vary — some restrict personal injury advertising more tightly than others. If you do injury work, you must know your state’s specific rules.

The Legal Services Commission enforces these provisions, and breaches can bring significant fines, public reprimands and costs orders — as that $30,000 Queensland penalty shows.

Costs disclosure and honest claims

Beyond advertising, firms have costs disclosure obligations to clients under the legal profession legislation — and any pricing you advertise must be clear and not misleading. Avoid guaranteeing outcomes, overstating success, or implying certainty in inherently uncertain matters. Genuine, verifiable statements about your experience and results are fine; hype and guarantees are not.

Why this matters for your marketing

None of this prevents effective marketing — it shapes how. Authority content, clear practice-area information, a genuine review rating, professional presentation and honest results all work and all comply. The risk is handing your marketing to someone who doesn’t know these rules and runs a “no win, no fee” injury campaign on Google in a state that restricts it. Every channel in our guide to marketing for law firms is built to comply, which is exactly why firms choose a specialist — see our lawyer marketing page. It also governs how you use reviews; see Google reviews for law firms.

This is general information, not legal advice — always check the current conduct rules and your state’s requirements, or seek advice for your specific situation.

Want marketing that grows your firm — compliantly?

We help law firms market effectively within the advertising rules, so you grow without the risk. Start with a free audit. Call (02) 8357 4899 or book your free audit and consultation.

Hear from The Author

Rebecca Jacobs

Rebecca Jacobs is a highly skilled content writer and SEO specialist with a passion for crafting engaging and compelling content. With her expertise in search engine optimisation, she brings valuable insights and strategies to enhance online visibility and drive organic traffic. With a keen eye for detail and a deep understanding of audience needs, Rebecca delivers high-quality, tailored content that captivates readers and delivers measurable results. Her ability to conduct thorough keyword research and optimise content ensures maximum visibility and ranking potential. Rebecca stays at the forefront of the ever-evolving digital landscape, constantly honing her skills and keeping up with the latest trends and best practices in SEO. She is adept at crafting persuasive copy, optimising meta tags, and implementing on-page SEO techniques to improve website performance.