What law firm marketing can say in Germany, France, Italy, Spain and the Netherlands

The common ground

The days when lawyers in most European countries could not advertise at all are long gone. Across the countries covered here, lawyers may publish websites, write articles, run search campaigns and describe their practice areas. Three principles run through every system: communication must be truthful and not misleading, it must respect professional secrecy, and it must be compatible with the independence and dignity of the profession.

Those principles sound abstract, but in practice they rule out the same things almost everywhere: guaranteeing outcomes, publishing client matters without consent, implying qualifications the lawyer does not hold and using pressure tactics on vulnerable people. The national differences sit on top of this common base.

Germany: factual information and protected specialist titles

German lawyers may advertise if the information is factual about their professional activity and does not aim to obtain individual mandates in an unprofessional way. The most important practical rule concerns the Fachanwalt title, which may only be used by lawyers who have been awarded it after demonstrating theoretical knowledge and practical experience. Descriptions such as specialist or expert should be used with care so they do not suggest a title the lawyer does not hold.

Fee communication is shaped by the statutory fee framework and the rules on fee agreements. Websites that explain how fees are calculated and when a written agreement is used build trust without making claims that cannot be kept.

France: advertising and personalised solicitation

French lawyers may advertise and may also engage in personalised solicitation, meaning targeted approaches to potential clients, under conditions set by professional rules. Communications must be truthful, dignified, respectful of professional secrecy and not misleading or comparative. Recognised specialist designations may be displayed only by lawyers who hold them.

A written fee agreement is generally required, which makes transparent fee information a natural part of French law firm websites. Commercial communications in France must also generally be in French, even when a firm serves international clients in English as well.

Italy: information, not promotion

Italian rules frame lawyer advertising as information about the professional activity. It must be truthful, correct, not misleading, not comparative and respectful of professional secrecy. Lawyers may describe themselves as specialists only when they hold the recognised specialist title.

Clients are entitled to a written estimate of fees, and mediation must be attempted before court proceedings in many civil matters. Content that explains fees and procedure clearly fits Italian expectations far better than promotional claims.

Spain: truthful communication and client information

Spanish lawyers may advertise under the Estatuto General de la Abogacía and the deontological code, provided communication is truthful, respects professional secrecy and does not undermine the dignity of the profession. Promising results, using client matters without authorisation or unfair comparisons create disciplinary risk.

The Organic Law on the Right of Defence strengthens clients’ rights to clear information about services and costs, and recent procedural reforms require an attempt at appropriate dispute resolution before many civil claims. Websites that explain both points guide clients better from the first contact.

The Netherlands: open marketing with a protected title

Dutch advocaten may advertise within the Bar’s conduct rules, which require truthful communication, confidentiality and conduct that does not harm trust in the profession. The title advocaat is protected, so firms must distinguish clearly between admitted lawyers and other legal staff such as paralegals or legal advisers.

Many private clients use legal expenses insurance or subsidised legal aid, and many business clients work in English. Clear information about how fees and funding work is therefore as important as the marketing message itself.

Germany

Factual advertising; Fachanwalt titles only when awarded.

France

Advertising and personalised solicitation permitted under conditions; written fee agreements generally required.

Italy

Truthful, non-comparative information; recognised specialist titles; written fee estimates.

Spain

Truthful communication; client right to clear cost information; pre-litigation dispute resolution.

Netherlands

Advertising within conduct rules; protected title advocaat.

What this means for websites, reviews and campaigns

For a firm operating in one country, the practical step is to build these rules into the content process: a review checklist for titles, specialist claims, fee statements, testimonials and case descriptions before anything is published. Paid campaigns and social posts deserve the same review as website pages, because they are often written faster and by more people.

For firms operating across several countries, a single global template usually fails. Specialist descriptions that are acceptable in one country may be misleading in another, fee information requirements differ, and direct outreach allowed in France may be inappropriate elsewhere. Country-specific content and review responsibilities avoid that problem.

Reviews on independent platforms are common everywhere, but responses must never confirm details of a client matter. A short, courteous response that invites the reviewer to get in touch privately is usually the safest approach.

This article summarises professional rules to help scope marketing work. It is not legal advice, and firms should confirm the current rules with their bar association or professional adviser.

Where this sits in what we do

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