Video testimonials and SRA compliance: getting it right

Client stories are some of the most persuasive marketing assets a law firm can have. On video, they carry even more weight.

A real client, in their own words, explaining how your team helped them through a stressful point in their life can do more to build trust than any brochure.

But video testimonials sit squarely in the Solicitors Regulation Authority’s world of ‘client information and publicity’. 

They are marketing communications, and they must comply with the SRA Principles, Codes of Conduct, confidentiality rules and, where relevant, Advertising Standards Authority (ASA) requirements.

The good news is that you do not have to choose between powerful video and compliance. You simply need a clear framework before you start filming.

Why video testimonials matter for legal practices

Most potential clients now research firms online long before they pick up the phone. They compare websites, read reviews and look for signs that a firm is both competent and human. The SRA has recognised this shift and actively encourages firms to engage constructively with online reviews and comparison sites as part of transparent pricing and service information.

Video testimonials help you:

• Show empathy and approachability that’s hard to convey in text
• Demonstrate real-world outcomes in a way that prospective clients understand
• Support your written reviews and case studies with something more vivid

That said, the same factors that make video persuasive also make it risky if it strays into overclaim, breaches confidentiality or presents a distorted picture of your service.

The regulatory framework in plain English

A few core rules shape everything you do with testimonials and case studies. In summary:

• Publicity must be accurate and not misleading. The SRA Code of Conduct requires you to ensure that any publicity about your practice, including testimonials and video content, is truthful and not misleading, including where it touches on charges and funding.
• No intrusive or targeted approaches to the public. You must not make unsolicited approaches to members of the public (other than current or former clients) in order to advertise legal services. That extends to how you recruit clients for testimonials and how you use the content in targeted campaigns.
• Client information is confidential. You cannot share information about a client or their matter in marketing materials without their informed consent. The SRA is explicit that this includes material used for directories, case studies and marketing content.
• You remain responsible for third parties. If agencies or video producers help you, you must ensure their activity and output also meet SRA standards. You cannot outsource the risk.
• Evidence that testimonials are genuine. The ASA expects advertisers to hold documentary evidence that testimonials are real and accurately reflect what was said, with contact details for the person who gave them.

Overlay all of that with the SRA’s recent warning notices and thematic reviews on misleading consumer marketing and “no win, no fee” claims, and it is clear that consumer-facing content is under close scrutiny.

Five compliance questions to ask before you film

Building video testimonials into your marketing works best if compliance is baked in from the start, not bolted on at the end. Before you hit record, work through these questions.

1. Do we have informed, documented consent?

For each client:

• Explain clearly what you want to record, how it will be edited and where it will appear (website, YouTube, LinkedIn, paid ads, email campaigns and so on).
• Make it clear that participation is voluntary and that there is no impact on the service they receive if they decline.
• Use a simple written consent form that covers use of their image, voice, name and any case details, and keep it with your matter file or marketing records.
• Give clients the right to withdraw consent for future use, with an explanation of any practical limits (for example, content already embedded in printed materials).

Pay particular attention where clients may be vulnerable, have limited English, or where the matter touches sensitive areas such as family law, immigration or mental health. In some instances, the safest and most ethical decision will be not to ask at all.

2. Are we respecting confidentiality and privacy?

Confidentiality goes beyond not naming the opponent. Think about:

• Identifying details. Location, job titles, family relationships and case specifics can make a client identifiable in their community. Consider partial anonymisation: first name only, blurred faces or voiceover against generic footage.
• Ongoing proceedings. It may sound obvious, but avoid testimonials while matters are live, especially where litigation is continuing, there are reporting restrictions or settlement terms.
• Third parties. Do not include details that could reveal personal information about other individuals who have not consented, such as ex-partners or business associates.

A good rule of thumb is that nothing appears in a testimonial that you would be uncomfortable seeing quoted back in a complaint or regulatory investigation.

3. Could this content mislead or overpromise?

The SRA and ASA are both concerned about marketing that creates unrealistic expectations or hides key information, as recent action around high-volume consumer claims and funding arrangements shows.

In practice, that means:

• Avoid editing that exaggerates outcomes or suggests you “always win”.
• Be wary of highlighting very high-value or unusual results without context.
• Do not encourage clients to talk in absolute terms about success rates or speed unless you can objectively substantiate the claims.
• Steer clear of phrases that could be read as guarantees, such as “they guaranteed I would get compensation”.

Where a client naturally uses strong language, you do not have to strip all emotion from the video, but it should not cross the line into promise or prediction. If in doubt, soften with on-screen context such as “Results will always depend on the facts of each case”.

4. Are we avoiding pressure and inappropriate incentives?

The SRA’s focus on pressure-selling and aggressive recruitment in some sectors is very clear.

For testimonials, keep things safe by:

• Inviting feedback and testimonials only after the matter has concluded and emotions have settled.
• Avoiding any suggestion that clients “owe you” a video because they had a good result.
• Not tying rewards directly to the content of the testimonial or to leaving a positive review.

If you offer a small gesture of thanks, such as a charity donation or gift voucher, make sure it is modest, recorded and not conditional on what the client says. The message should be: “Thank you for your time,” not “Say something nice and you get a prize.”

5. Are references to costs and funding clear?

Funding is a particular flashpoint. If a client mentions costs, “no win, no fee” arrangements or the fact that they “did not have to pay anything”, consider very carefully how that will be heard by someone watching the video cold.

Given the SRA’s recent warning notice and the wider scrutiny of funding arrangements, you should:

• Check that any comments about funding or costs are accurate for the type of case shown.
• Add a short clarification on screen or in the description if a phrase could be misunderstood, for example by signposting your funding and pricing information page.
• Avoid using testimonials that make sweeping statements about cost-free litigation without context.

Sometimes the safest option is to edit out references to funding entirely and rely on your transparency page to explain how costs work.

Designing compliant video testimonials

With those foundations in place, you can design testimonials that are both persuasive and safe.

Focus on experience, not just outcome

Shape your questions around the client’s experience of working with your team rather than the headline result. For example:

• How did the firm help you understand your options?
• What did you value about the communication during the matter?
• How did the team make the process feel more manageable?

This keeps the emphasis on service quality and client care, which aligns neatly with the SRA’s focus on clear information, pricing and support.

Use prompts, not scripts

Over-scripted testimonials can feel inauthentic and may drift towards pre-approved marketing claims rather than genuine client views. A better approach is to:

• Provide broad prompts in advance so clients can think about what they want to say.
• Allow them to answer in their own words, then lightly edit for length and clarity while preserving the meaning.
• Follow up with the client to approve the final cut before publication.

Keep an email trail or signed approval note with the final version. It is useful evidence if your use of the testimonial is ever questioned.

Add concise, human disclaimers

Short, plain-English signposting can do a lot of compliance heavy lifting. For example, a closing caption such as:

“This video reflects one client’s experience. Outcomes vary and depend on the facts of each case.”

You can also link near the video to your pricing and complaints information, which supports both the SRA Transparency Rules and emerging expectations around how complaints routes are signposted on websites.

Where and how to use video testimonials safely

On your website

• Embed testimonials near relevant service pages (for example, conveyancing, family, employment) with clear context about the type of work involved.
• Make sure pricing information and complaints procedures are easy to reach from the same page.
• Review videos periodically to ensure they still reflect current team members, processes and fee structures.

On social media

Comments and clips shared on LinkedIn, Facebook, Instagram or TikTok are still subject to SRA Codes on publicity, confidentiality and client care.

If you repurpose testimonial clips for social:

• Avoid pairing them with over-excited captions that could be read as promises.
• Keep the tone factual and professional.
• Do not share extra case details in the caption that are not in the approved video.

In email campaigns and presentations

When using testimonials in email marketing, webinars or pitch decks:

• Stick to the same version that the client approved.
• Do not re-edit the footage to target a new audience in a way that changes the emphasis of what was said.
• If you anonymised the client on your site, keep them anonymised everywhere else.

Quick dos and don’ts

Do:

• Get clear, written consent for filming, editing and using the video across specific channels
• Let clients choose how identifiable they are
• Focus on process, communication and support rather than bold claims about results
• Keep clips short, focused and in plain English
• Align every testimonial with your pricing, complaints and transparency information

Don’t:

• Use actors presented as real clients
• Feature ongoing or highly sensitive matters
• Allow statements that could mislead about funding, costs or likely outcomes
• Offer significant or conditional incentives for appearing in a testimonial
• Forget to review older videos for accuracy against current rules and fee models

Getting started with compliant video testimonials

A sensible first step is to pilot video in a controlled way. For example, start with:

• Short “meet the team” clips to help humanise your lawyers
• Anonymised case study videos where the story is told by a lawyer, not the client
• One or two carefully selected client testimonials in lower-risk areas, run through your new process end to end

Once you’re confident your process works, you can scale up with a library of client stories that build trust without keeping your COLP awake at night.

Ascensor are a Leeds-based digital agency with a track record of helping law firms improve visibility, compliance and conversion across their digital channels. 

If you would like support with your digital marketing, get in touch to talk through your options.