Attorney and law firm advertising involves legal ethics standards and is regulated by the state bar associations in which the attorney is licensed, or in which the advertisements appear. The disclosures and required and prohibited advertising content varies from state to state, whether the advertisements appear on television, radio, social media, print, billboards, or another medium.
In Alabama, attorney and law firm advertising is governed by the Alabama Rules of Professional Conduct, specifically Rule 7.2, which addresses communications concerning a lawyer's services, including advertising. The Alabama State Bar requires that attorneys adhere to ethical standards when advertising their services to ensure that the advertisements are not misleading, that they do not create unjustified expectations, and that they do not compare the lawyer's services with other lawyers' services, unless the comparison can be factually substantiated. Attorneys must also include the name and office address of at least one lawyer or law firm responsible for the content of the advertisement. Any communication made pursuant to these rules must be kept for a period of six years. The rules apply to all forms of advertising, including television, radio, social media, print, billboards, and other mediums. It is important for attorneys to familiarize themselves with these rules and adhere to them to avoid disciplinary action by the Alabama State Bar.