Personal injury ad rules in Illinois

What are the key facts for personal injury ads in Illinois?

• Ad filing. A firm that uses an intermediary connecting service (a lead generator, directory or matching service) does due diligence on it at the start and every year (Rule 7.2(c), comment 8).
• What each ad must include. The name and office address of at least one lawyer or firm (7.2(a)). Targeted solicitations say “Advertising Material” at the beginning and end (7.3(c)).
• Results and “specialist” claims. The Illinois Supreme Court recognizes no specialist certifications. “Certified”, “specialist” or “expert” may be used only to name an actual award, with the required Illinois disclaimer (7.4(c)).

Ads that name an injury or imply the viewer was hurt are where the platform limits bite hardest.

How does Illinois sit on the basics a personal injury firm runs into?

• Ad filing in Illinois: No filing
• Call recording in Illinois: All-party consent
• Texting law in Illinois: None found beyond federal law
• Privacy law in Illinois: No comprehensive law

Can a personal injury firm contact people directly in Illinois?

• In-person, live phone and real-time electronic contact are banned (7.3(a)).

What have Illinois’s ethics opinions said?

• Illinois State Bar Association, Professional Conduct Advisory Opinions, opinion 25-02 (2025-02), on participation in 3rd-party for-profit client referral service that offers a money-back guarantee, fails to disclose the use of non-attorney actors in its advertising, and requires the lawyer to communicate with the client on the service’s online platform: A lawyer may not take clients from a for-profit referral service that splits a fixed fee, offers money-back guarantees, hides actors in ads, or controls lawyer-client messages. What to do: Do not join referral platforms that share client fees, promise refunds if you lose, use undisclosed actors, or host your client communications.
• Illinois State Bar Association, Professional Conduct Advisory Opinions, opinion 22-02 (2022-05), on lawyer participating in for-profit client matching service: A for-profit matching service may be used if matching is automated, it does not vouch for lawyers, stays out of the case, and its fees are reasonable and not case-linked. What to do: Use a lead or matching service only if it auto-matches, does not endorse you, charges a flat fee unrelated to cases, and recheck it at each renewal.
• Illinois State Bar Association, Professional Conduct Advisory Opinions, opinion 24-02 (2024-05), on use of the terms “senior counsel,” “special counsel,” and “counsel” to describe lawyers with whom a firm has a close, regular, and personal relationship: A firm may call lawyers "senior counsel," "special counsel" or "counsel" if they have a close, regular, personal relationship with the firm. What to do: Use counsel titles only for lawyers with a real ongoing tie to the firm, and treat shared counsel as linking the firms for conflicts.
• Illinois State Bar Association, Professional Conduct Advisory Opinions, opinion 22-04 (2022-10), on use of Deceased or Retired Partners' Names in Firm Name and Proper Characterization of "Of Counsel" Relationship: After restructuring as a PLLC, a firm may keep deceased or retired partners' names if there is continuing succession in the firm's identity. What to do: Keep a retired or deceased partner's name only if the firm continues in succession, and use "of counsel" only for real ongoing relationships.
• Illinois State Bar Association, Professional Conduct Advisory Opinions, opinion 21-04 (2021-05), on paying a referral fee to an out-of-state lawyer: An Illinois lawyer may share a fee with an out-of-state lawyer who referred a personal injury case if the deal follows Illinois rules and the other state's rules.

Which Google, Local Services and Meta policies matter for personal injury ads?

• Google Ads: Healthcare and medicines: Restricted drug terms. In the US you may use prescription drug names in ad text and landing pages without certification, but you must be certified by Google to keyword-target those drug names.
• Google Ads: Personalized advertising: Health. Personal health content is a sensitive interest category. Google's definition includes disabilities and invasive medical procedures. Ads that fall in it can't use advertiser-curated audiences.
• Local Services Ads: Local Services Ads: what each legal category covers. Google's descriptions place workers' comp, SSA claims, SSI and veterans' disability under 'Disability lawyer'; dog bites, product liability and wrongful death under 'Personal injury lawyer'; and foreclosure and repossession under 'Bankruptcy lawyer'.
• Meta: Privacy Violations and Personal Attributes. Meta ads can't assert or imply that the viewer has a personal attribute, including a health condition, disability, vulnerable financial status or criminal record. Meta's own 'not allowed' examples include 'Are you bankrupt?' and 'Are you a convicted felon?'.

The full list for every platform is in the ad platform policy tracker.

What else in Illinois touches personal injury marketing?

• Ads in Spanish and other languages. No state rule on ads in other languages found in the sources reviewed. Our default applies: every required statement appears in each language the ad uses.
• Texting and telemarketing. The federal TCPA applies; state no-call lists and registration may still apply, but callbacks to people who asked to be contacted are generally outside them.
• Privacy and health data. No comprehensive consumer privacy law in force.

How much Spanish-speaking demand is there in Illinois?

• Illinois: about 1,681,635 (±8,915) people aged 5 and over who speak Spanish at home. ACS 2020-2024 survey estimate.
• Illinois: about 659,015 (±6,452) Spanish speakers aged 5 and over who speak English less than "very well". ACS 2020-2024 survey estimate.
• Illinois: about 266 (±62.3) Spanish speakers with limited English (less than "very well") for every Spanish-speaking lawyer, judge or judicial worker. ACS 2020-2024 survey estimate.

Test Spanish pages and ads next to English ones.

Which Illinois metros do we cover?

Each metro page covers how clients there find a lawyer, what AI answers show and the local courts:

• Chicago law firm SEO, AI search and Google AdsWhat Chicago clients search, how AI answers pick a lawyer, Spanish demand, Northern District venue and Illinois ad rules for local firms.

What does this mean for your firm?

• Check the Illinois filing duty before the first personal injury ad runs, and ask your attorney to approve each ad.
• Plan each personal injury campaign around the platform’s own policies, so ads are not disapproved after launch.
• Test Spanish and English side by side where the Spanish-speaking audience is large.

Not legal advice. Probative Growth is a marketing firm, not a law firm. Rules change; your attorney decides what runs.

Questions firms ask about personal injury ads in Illinois

Does a personal injury firm have to file its ads in Illinois?

A firm that uses an intermediary connecting service (a lead generator, directory or matching service) does due diligence on it at the start and every year (Rule 7.2(c), comment 8).

Can a personal injury firm contact people directly in Illinois?

In-person, live phone and real-time electronic contact are banned (7.3(a)).

Can a personal injury firm in Illinois run Local Services Ads?

Google's descriptions place workers' comp, SSA claims, SSI and veterans' disability under 'Disability lawyer'; dog bites, product liability and wrongful death under 'Personal injury lawyer'; and foreclosure and repossession under 'Bankruptcy lawyer'.

How much Spanish-speaking demand should a personal injury firm plan for in Illinois?

Illinois: about 1,681,635 (±8,915) people aged 5 and over who speak Spanish at home. ACS 2020-2024 survey estimate.