How we keep AI visibility inside your bar’s rules.

Everything Firm AEO publishes goes out under a licensed attorney's name. The attorney carries the professional liability for it, not us. So the compliance layer is not a disclaimer at the bottom; it is a gate every asset passes through before it goes live. This page describes that gate so a firm's ethics counsel can evaluate it before engaging us.

Firm AEO is a marketing company operated by MMC Group LLC. We are not a law firm, we do not practice law, and nothing here or anywhere on this site is legal advice. Where a question is genuinely a legal-ethics question, we defer to the firm's ethics counsel or the relevant bar.

Attorney advertising in the United States is governed by each state's rules of professional conduct, most of which track the ABA Model Rules. The ones that touch our work directly:

• •ABA Model Rule 7.1 (Communications Concerning a Lawyer's Services): no false or misleading communication, including statements that are literally true but omit a fact needed to make them not misleading. This is the rule every asset is read against first.
• •ABA Model Rule 7.2 (Communications Concerning a Lawyer's Services: Specific Rules): restrictions on paying for recommendations, on claiming specialization or certification, and the requirement that advertising identify a responsible lawyer or firm.
• •ABA Model Rule 7.3 (Solicitation of Clients): Firm AEO does not conduct solicitation of prospective clients on a firm's behalf, and the content we produce is not directed at specific individuals known to need legal services.
• •ABA Model Rule 8.4(c): conduct involving dishonesty, fraud, deceit or misrepresentation. Fabricated reviews, fabricated testimonials or invented case results would fall here, which is why we never produce them.
• •State-specific rules that go beyond the Model Rules, including filing or pre-approval requirements, mandatory 'Attorney Advertising' labels, restrictions on past-results claims and testimonials, and retention requirements for advertising copies. We check the rule for each firm's jurisdiction.
• •For Canadian firms: the advertising rules of the provincial or territorial law society (for example the Law Society of Ontario's Rules of Professional Conduct, Rule 4.2), CASL for any electronic outreach, and Quebec's Law 25 for personal-information handling.

Some things do not go live under a client's name regardless of how well they might perform:

• •No outcome guarantees. No 'we win', 'guaranteed results', 'you will recover' or equivalents, in any asset.
• •No unverifiable comparatives. 'Best', 'top', 'leading' and similar superlatives appear only where a named, dated third-party source supports them and the source is cited.
• •No specialist or certification claims unless the attorney holds the certification from an accredited body and the state permits the claim.
• •Past results and settlement figures only where the state permits them, only with the disclaimers the state requires, and only with the firm's written confirmation of accuracy.
• •No fabricated, purchased, incentivised or employee-written reviews or testimonials, ever. Review requests to real clients follow the platform's terms and the state's rules on testimonials.
• •No content that could be read as creating an attorney-client relationship or as legal advice to a specific reader. Educational content carries the disclaimer the firm's rules require.

Every asset that will be published under a firm's name, whether a page on the firm's site, a directory profile update, or a third-party mention we have arranged, passes through the same three steps before it goes live.

• •Draft. Produced with AI assistance from the firm's own verified facts: bar admissions, credentials, practice focus, and matter information the firm has confirmed and the state allows.
• •Compliance read. A person at Firm AEO reads the asset against Rule 7.1 and the firm's state-specific rules, using a jurisdiction checklist we maintain and update. Anything flagged is rewritten or removed.
• •Attorney sign-off. The responsible attorney at the firm approves the final version in writing. Nothing goes live without it. Where a state requires filing or pre-approval of advertising, the firm files it and we hold publication until it is cleared.

Firm AEO's 90-day guarantee is a commercial term between Firm AEO and the firm: if the firm is not named across its agreed query set by day 90, Firm AEO waives its fees for that period. It is a statement about our visibility work and our fee. It is not, and is never presented as, a statement about the firm's case outcomes, client volume or revenue, and firms may not describe it to prospective clients in those terms.

Several states require that a copy of each advertisement be retained for a set period. Firm AEO keeps a dated copy of every asset it publishes for a client, with the compliance read and the attorney sign-off attached, for the duration of the engagement plus three years, and hands the archive to the firm on request or at the end of the engagement.

Ethics counsel evaluating an engagement can request our jurisdiction checklist and a sample compliance read by email. We would rather answer the question before the engagement than after.