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 Colorado, attorney and law firm advertising is governed by the Colorado Rules of Professional Conduct, specifically Rule 7.1 - 7.5, which address communications concerning a lawyer's services, advertising, and solicitation. These rules mandate that any advertising must not be false or misleading, must not make unsubstantiated comparisons to other lawyers' services, and must not imply results that cannot be guaranteed. Disclosures may be required to clarify the context of an advertisement and to avoid any potential deception. For instance, if an advertisement includes a dramatization, it must be disclosed as such. Attorneys are also prohibited from making statements that could create an unjustified expectation about results the lawyer can achieve. The Colorado Supreme Court has the authority to discipline attorneys who violate these advertising rules. Additionally, any communication made pursuant to these rules must include the name and office address of at least one lawyer or law firm responsible for its content. These regulations apply to all forms of advertising, including traditional media and online platforms.