Messaging — Allowed Consumer Claims
When this applies
This skill governs all copy directed at non-lawyer consumers (the B2C audience): individuals facing a legal situation — employment dispute, contract review, family matter, business start-up, landlord/tenant issue, immigration query — who are not licensed legal professionals. It applies to:
- Homepage hero and sub-sections
- Social media ads and organic posts (Instagram, TikTok, Meta, Twitter/X)
- Search and display advertising
- Email campaigns (waitlist, onboarding, retention)
- In-app copy visible to consumer-tier users
- Influencer brief copy
If copy could be read by both consumers and lawyers, use the more restrictive consumer rules.
Behavior — The Permitted Frame
The product is a legal information and orientation tool. Every allowed claim must fit within this frame. The operative question: "Does this claim assert that the product replaces, substitutes for, or provides the equivalent of advice from a licensed lawyer?" If yes, it is banned. If no, it may be allowed — subject to tone rules below.
Allowed Framing (Verbatim and Paraphrased)
These phrases and their close variants are pre-cleared for consumer surfaces:
| Claim type |
Allowed formulation |
| Understanding |
"Helps you understand your legal situation" |
| Orientation |
"Orients you to the law" |
| Preparation |
"Prepares you for a conversation with a lawyer" |
| Information |
"Provides legal information (not legal advice)" |
| Better questions |
"Knows the rules so you can ask better questions" |
| Template generation |
"Drafts a starting template you can review with a lawyer" |
| Plain language |
"Translates legal jargon into plain English" |
| Process |
"Tells you what to expect from the process" |
| Rights awareness |
"Helps you know your rights" |
| Option mapping |
"Shows you what your options might be" |
Always append "review with a lawyer" framing when templates or document drafts are involved. No template or draft should be presented as final or ready-to-sign without that qualifier.
Allowed Outcome Claims
These are the permitted outcome-level statements for consumers. Each must be accurate and not overstate capability:
- Legal understanding — "I understand what this contract means"
- Legal orientation — "I know where to start"
- Awareness of rights — "I know what I'm entitled to in this situation"
- Knowledge of options — "I understand what choices I have"
- Procedural preparation — "I know what to expect at the hearing"
- Template generation — "I have a starting draft to take to my lawyer"
Each claim must be framed around what the user achieves, not what the product guarantees. Say "helps you understand" not "you will understand."
Tone for Consumer Marketing
| Dimension |
Guidance |
| Register |
Empowering, not intimidating |
| Language level |
Plain English (Flesch-Kincaid 8th grade target for digital ads) |
| Second person |
Use "you" throughout — not "users" or "clients" |
| Situational |
Ground claims in relatable life events: a job loss, a rental dispute, a business launch, a family matter |
| Reassuring |
Acknowledge that legal situations are stressful before presenting the tool as help |
| Not prescriptive |
Do not tell the user what outcome they will achieve; describe the process the tool supports |
What empowering looks like in practice:
- "You shouldn't have to hire a lawyer just to understand what a contract says."
- "Know your rights — before you need a lawyer."
- "Legal clarity, in plain language."
Channel-Specific Rules
Instagram / TikTok
- Visual, situation-driven storytelling ("You just got a lease renewal with new terms…")
- Lead with the user's problem; the product is the resolution mechanism
- Maximum 1 call to action
- Plain language; no citations, no legalese in copy
- Avoid anything that reads like a legal ruling or verdict claim
Meta / Google Display Ads
- Jurisdiction-specific where possible ("Help with your Saudi employment contract", "Know your UAE tenant rights")
- Use situational micro-copy: "Got a non-compete? Here's what it means."
- No guarantee language; no outcome specificity
LinkedIn (B2C crossover)
- More measured, professional register
- Slightly longer form allowed (200–300 words)
- Can reference the tool's knowledge base, coverage, or accuracy
- Still consumer rules apply; do not claim lawyer-level competence
Email (waitlist, onboarding, retention)
- Warm, helpful, conversational
- Zero jargon in subject lines
- First email: set expectations ("Louis is a legal information assistant — here's what that means")
- Subsequent emails: situational use cases ("Starting a business this month? Here's what contracts you'll need.")
Search Ads
- Jurisdiction-specific ad groups (KSA, UAE, LB, UK, US)
- Keywords: "understand contract", "know my rights", "legal help without a lawyer" — allowed
- Keywords to avoid: "legal advice", "lawyer replacement", "legal services" — may trigger bar advertising concerns
Examples
Allowed:
"Louis explains what your employment contract means — in plain language. So you can ask better questions when you talk to a lawyer."
Allowed:
"Understand your lease, your rights, and what you can negotiate — before you sign."
Not allowed (see [[messaging-banned-claims-consumer]]):
"No lawyer needed — Louis handles it."
Not allowed:
"Win your case with Louis."
Edge Cases
| Situation |
Rule |
| User-generated testimonial referencing legal advice |
Do not amplify or publish without legal-framing edit |
| Celebrity or influencer using "legal advice" in sponsored post |
Correct in brief and require revision before publication |
| Comparison ad vs lawyer costs |
Allowed if framed as "understanding vs fees" not "replacement vs fees" — see [[messaging-pricing-framing-b2c]] |
| Crisis situations (domestic violence, urgent eviction) |
Add "Seek immediate legal counsel" regardless of any other copy |
Do not
- Imply the product gives legal advice, legal opinions, or legal representation
- Promise specific legal outcomes
- Suggest that using the product eliminates the need for a lawyer
- Use the word "free legal advice" — even if the product has a free tier
- Reference specific case wins or dollar amounts recovered
Related skills
- [[messaging-banned-claims-consumer]]
- [[messaging-bridge-line]]
- [[messaging-allowed-claims-lawyer]]
- [[messaging-compliance-checker]]
- [[messaging-outcome-claims-allowed]]
- [[messaging-pricing-framing-b2c]]
1---2name: messaging-allowed-claims-consumer3description: Use when drafting or reviewing consumer-facing copy, social posts, ads, email campaigns, or marketing materials for a legal AI assistant. Defines the precise framing, outcome statements, and channel-specific tone that are permitted when addressing non-lawyer end users — positioning the product as a legal information and orientation tool, not a legal advice or practice replacement service. Pair with messaging-banned-claims-consumer to establish the full boundary.4license: MIT5---67# Messaging — Allowed Consumer Claims89## When this applies1011This skill governs all copy directed at **non-lawyer consumers** (the B2C audience): individuals facing a legal situation — employment dispute, contract review, family matter, business start-up, landlord/tenant issue, immigration query — who are not licensed legal professionals. It applies to:1213- Homepage hero and sub-sections14- Social media ads and organic posts (Instagram, TikTok, Meta, Twitter/X)15- Search and display advertising16- Email campaigns (waitlist, onboarding, retention)17- In-app copy visible to consumer-tier users18- Influencer brief copy1920If copy could be read by both consumers and lawyers, use the more restrictive consumer rules.2122---2324## Behavior — The Permitted Frame2526The product is a **legal information and orientation tool**. Every allowed claim must fit within this frame. The operative question: "Does this claim assert that the product replaces, substitutes for, or provides the equivalent of advice from a licensed lawyer?" If yes, it is banned. If no, it may be allowed — subject to tone rules below.2728---2930## Allowed Framing (Verbatim and Paraphrased)3132These phrases and their close variants are pre-cleared for consumer surfaces:3334| Claim type | Allowed formulation |35|------------|---------------------|36| Understanding | "Helps you understand your legal situation" |37| Orientation | "Orients you to the law" |38| Preparation | "Prepares you for a conversation with a lawyer" |39| Information | "Provides legal information (not legal advice)" |40| Better questions | "Knows the rules so you can ask better questions" |41| Template generation | "Drafts a starting template you can review with a lawyer" |42| Plain language | "Translates legal jargon into plain English" |43| Process | "Tells you what to expect from the process" |44| Rights awareness | "Helps you know your rights" |45| Option mapping | "Shows you what your options might be" |4647**Always** append "review with a lawyer" framing when templates or document drafts are involved. No template or draft should be presented as final or ready-to-sign without that qualifier.4849---5051## Allowed Outcome Claims5253These are the permitted outcome-level statements for consumers. Each must be accurate and not overstate capability:5455- **Legal understanding** — "I understand what this contract means"56- **Legal orientation** — "I know where to start"57- **Awareness of rights** — "I know what I'm entitled to in this situation"58- **Knowledge of options** — "I understand what choices I have"59- **Procedural preparation** — "I know what to expect at the hearing"60- **Template generation** — "I have a starting draft to take to my lawyer"6162Each claim must be framed around what the *user* achieves, not what the product guarantees. Say "helps you understand" not "you will understand."6364---6566## Tone for Consumer Marketing6768| Dimension | Guidance |69|-----------|----------|70| Register | Empowering, not intimidating |71| Language level | Plain English (Flesch-Kincaid 8th grade target for digital ads) |72| Second person | Use "you" throughout — not "users" or "clients" |73| Situational | Ground claims in relatable life events: a job loss, a rental dispute, a business launch, a family matter |74| Reassuring | Acknowledge that legal situations are stressful before presenting the tool as help |75| Not prescriptive | Do not tell the user what outcome they will achieve; describe the process the tool supports |7677**What empowering looks like in practice:**78- "You shouldn't have to hire a lawyer just to understand what a contract says."79- "Know your rights — before you need a lawyer."80- "Legal clarity, in plain language."8182---8384## Channel-Specific Rules8586### Instagram / TikTok87- Visual, situation-driven storytelling ("You just got a lease renewal with new terms…")88- Lead with the user's problem; the product is the resolution mechanism89- Maximum 1 call to action90- Plain language; no citations, no legalese in copy91- Avoid anything that reads like a legal ruling or verdict claim9293### Meta / Google Display Ads94- Jurisdiction-specific where possible ("Help with your Saudi employment contract", "Know your UAE tenant rights")95- Use situational micro-copy: "Got a non-compete? Here's what it means."96- No guarantee language; no outcome specificity9798### LinkedIn (B2C crossover)99- More measured, professional register100- Slightly longer form allowed (200–300 words)101- Can reference the tool's knowledge base, coverage, or accuracy102- Still consumer rules apply; do not claim lawyer-level competence103104### Email (waitlist, onboarding, retention)105- Warm, helpful, conversational106- Zero jargon in subject lines107- First email: set expectations ("Louis is a legal information assistant — here's what that means")108- Subsequent emails: situational use cases ("Starting a business this month? Here's what contracts you'll need.")109110### Search Ads111- Jurisdiction-specific ad groups (KSA, UAE, LB, UK, US)112- Keywords: "understand contract", "know my rights", "legal help without a lawyer" — allowed113- Keywords to avoid: "legal advice", "lawyer replacement", "legal services" — may trigger bar advertising concerns114115---116117## Examples118119**Allowed:**120> "Louis explains what your employment contract means — in plain language. So you can ask better questions when you talk to a lawyer."121122**Allowed:**123> "Understand your lease, your rights, and what you can negotiate — before you sign."124125**Not allowed (see [[messaging-banned-claims-consumer]]):**126> "No lawyer needed — Louis handles it."127128**Not allowed:**129> "Win your case with Louis."130131---132133## Edge Cases134135| Situation | Rule |136|-----------|------|137| User-generated testimonial referencing legal advice | Do not amplify or publish without legal-framing edit |138| Celebrity or influencer using "legal advice" in sponsored post | Correct in brief and require revision before publication |139| Comparison ad vs lawyer costs | Allowed if framed as "understanding vs fees" not "replacement vs fees" — see [[messaging-pricing-framing-b2c]] |140| Crisis situations (domestic violence, urgent eviction) | Add "Seek immediate legal counsel" regardless of any other copy |141142---143144## Do not145146- Imply the product gives legal advice, legal opinions, or legal representation147- Promise specific legal outcomes148- Suggest that using the product eliminates the need for a lawyer149- Use the word "free legal advice" — even if the product has a free tier150- Reference specific case wins or dollar amounts recovered151152---153154## Related skills155156- [[messaging-banned-claims-consumer]]157- [[messaging-bridge-line]]158- [[messaging-allowed-claims-lawyer]]159- [[messaging-compliance-checker]]160- [[messaging-outcome-claims-allowed]]161- [[messaging-pricing-framing-b2c]]
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