In today’s digital-first world, LinkedIn has become a powerful platform for attorneys to connect with potential clients, build professional relationships, and grow their law practices. But if you're a Texas attorney, you can’t treat LinkedIn marketing like any other social media outreach. The Texas Disciplinary Rules of Professional Conduct (TDRPC) place specific ethical restrictions on how and when attorneys may advertise or solicit legal services through LinkedIn.

In this article, we break down the key rules that govern LinkedIn marketing for Texas attorneys, explore how to stay compliant, and show how platforms like Kular can help lawyers use LinkedIn ethically and effectively.

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How Are Texas Attorneys Regulated When Marketing Through LinkedIn?

LinkedIn marketing by attorneys is governed by Section VII of the Texas Disciplinary Rules of Professional Conduct—specifically Rules 7.01, 7.02, and 7.03, which were updated in 2021 to reflect modern forms of digital outreach.

Rule 7.01: All Communications Covered

Rule 7.01 clarifies that any communication about a lawyer’s services—including LinkedIn messages, posts, or profile updates—falls under these rules. From there, the classification of your message as either an advertisement or a solicitation determines the specific restrictions.

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What Are the Key Restrictions on LinkedIn Marketing for Texas Attorneys?

1. Is It an Advertisement or a Solicitation?

• Advertisement (Rule 7.02): A general message promoting your legal services to a broad audience, without reference to a specific legal matter or person. Most LinkedIn posts and some messages fall into this category.
• Solicitation (Rule 7.03): A targeted, direct message to a specific person who hasn’t sought your services, offering legal help in a matter you know (or should know) they need assistance with.

Understanding this distinction is critical for compliance.

2. Advertising Rules (Rule 7.02)

If your LinkedIn outreach qualifies as an advertisement, the following apply:

• Include your name and primary practice location in the message.
• Avoid misleading claims, including statements about “special competence” unless properly certified.
• Explain fees clearly if you mention specific pricing or fee structures (including contingency fees).

These rules apply to both public LinkedIn posts and mass message campaigns that do not reference a specific legal need.

3. Solicitation Rules (Rule 7.03)

If your LinkedIn message is considered a solicitation, Texas rules become much stricter:

• No unsolicited LinkedIn messages to non-lawyers offering help in specific legal matters. The State Bar of Texas considers LinkedIn messaging to be “electronically interactive communication”, which is generally prohibited for solicitations.
• Exception 1: You may message other attorneys (e.g., in-house counsel or law firm partners), as lawyers are presumed to be sophisticated consumers of legal services.
• Exception 2: You may message individuals you know to be experienced users of legal services for business matters, such as business owners or startup founders.
• Disclosure: If your LinkedIn message qualifies as a solicitation and the exceptions don't apply, it must include the word “ADVERTISEMENT”—though the exceptions above waive this requirement.

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How Can Texas Attorneys Stay Compliant When Marketing Through LinkedIn?

✅ Classify Your Outreach

• Treat LinkedIn posts and content shared publicly as advertisements—make sure they are truthful, not misleading, and include your practice location.
• Ensure private LinkedIn messages are advertisements, not solicitation. You can do this by not messaging someone you know is in need of legal services for a particular matter.

✅ Only Message the Right People

• Avoid messaging individuals who appear to need help with a specific legal problem, unless they’ve contacted you first.

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How Kular Helps Texas Attorneys Stay Compliant on LinkedIn

Kular is a legal marketing platform designed specifically to help Texas attorneys navigate the ethical complexities of LinkedIn marketing.

• ✅ Attorney-Controlled Messaging
• You review and approve every message before it is sent, ensuring that the communication aligns with your practice and Texas ethics rules.
• ✅ Built-In Compliance Checks
• Kular is designed with Texas advertising rules in mind, and the platform helps ensure your LinkedIn marketing strategy avoids common pitfalls—so you don’t have to second guess your outreach.

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Final Thoughts

LinkedIn marketing is a powerful way for Texas attorneys to grow their practices—but it must be done carefully and ethically. Understanding the difference between advertisements and solicitations, and using tools like Kular that are built with compliance in mind, allows you to stay focused on building your client base while protecting your license.

Want help launching a compliant LinkedIn campaign?

Kular helps Texas attorneys market themselves safely and effectively. Get started today →

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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.