Legal advertising refers to the promotion and marketing of legal services by solicitors, barristers, law firms and other authorised legal practitioners, including online marketing, websites, social media, print, broadcast and directory listings. It covers how firms describe their services, fees, expertise, testimonials and case outcomes to attract clients. In the UK and Ireland, legal advertising is generally permitted but strictly regulated to protect consumers and uphold the integrity of the profession. It must not be misleading, confusing, comparative in a deceptive way, or make unjustified claims about success rates or specialism. Regulation is primarily through professional conduct rules rather than specific “legal advertising” statutes. Relevant rules are set by, for example, the Solicitors Regulation Authority and Bar Standards Board (England and Wales), the Law Society of Scotland, the Bar Associations in Scotland and Northern Ireland, and the Law Society of Ireland and Bar of Ireland. Across all four jurisdictions, advertising must be accurate, verifiable where claims are made, respectful of confidentiality, and compliant with rules on referrals, fee sharing, and use of the term “specialist”. Breach can lead to disciplinary action, fines, or reputational damage.