A South Florida law firm’s billboard proclaiming “SettleForFree.com,” “Don’t pay 30-40% attorney’s fees,” and “0%fee,” violates Bar advertising rules, the Board of Governors has decided.

Also impermissible, the board concluded, is a humorous TV commercial that depicts insurance company employees supposedly cowering in fear at the mention of a personal injury firm’s name.

The board weighed those advertising appeals, and another concerning an infomercial, at an October 23 meeting.