CPAs face stricter advertising standards than most professionals. Whether you're running a small accounting firm or offering advisory services, understanding and complying with CPA advertising rules is critical to protecting your license and reputation.

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1. AICPA Rule 502: No False or Misleading Ads

The AICPA Code of Professional Conduct (Rule 502) prohibits any advertising that is false, misleading, or deceptive. This includes:

• Claims that create unjustified expectations (e.g., “We’ll reduce your taxes by 50%”).
• Stating fixed fees if they’re not guaranteed.
• Omitting facts that would mislead a reasonable person.

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2. State Board Rules: Louisiana as a Model

Most states follow AICPA guidance, but some add specifics. For example, Louisiana’s State Board of CPAs bans ads that contain:

• Guarantees of outcomes (e.g., audit success or tax refunds).
• Unjustified claims or coercive tactics.
• The use of the term “CPA” by anyone not licensed in the state.

Firms must also be transparent about fee structures and must clearly identify their professional status in all advertisements.

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3. Testimonials and Endorsements: What’s Allowed?

Client testimonials are allowed, but under strict conditions:

• Must be truthful and representative.
• Must disclose any compensation or relationship.
• Require written client consent before being published.

The FTC and SEC both require full transparency in endorsements—especially if your firm also offers investment advisory services.

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4. Email and Online Marketing Rules

All CPA marketing channels—including email, websites, and social media—must comply with federal regulations:

• Include clear opt-out mechanisms (Kular automatically includes this).
• Honest content with no exaggeration.

Avoid “spammy” language and make sure all claims are factual and appropriately qualified (e.g., “results may vary”).

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5. Circular 230 and IRS Rules

If your firm provides tax services, IRS Circular 230 also applies. It governs how fees are advertised and prohibits any solicitation that is misleading or coercive.\

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Final Tip: When in doubt, disclose, qualify, and verify. Ensure all claims are evidence-based and seek legal review of your materials. Following CPA advertising rules isn’t just about compliance—it’s about building credibility and trust.

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DISCLAIMER: We do not provide legal advice and we are not a law firm. This article is not legal advice and should not be relied on as legal advice.