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 Illinois, attorney and law firm advertising is governed by the Illinois Rules of Professional Conduct, particularly Rule 7.1 - 7.5, which address communications concerning a lawyer's services and advertising. These rules mandate that any advertising or communication must not be false or misleading, must not create unjustified expectations, and must not compare the lawyer's services with other lawyers' services, unless the comparison can be factually substantiated. Additionally, solicitation (direct contact with a potential client) is heavily regulated to protect the public from undue influence or coercion. Lawyers must also refrain from making statements that could be interpreted as a guarantee or prediction of a case outcome. Disclosures are often required to clarify that the communication is an advertisement, and some jurisdictions may require that advertisements be submitted to a state bar association for review before dissemination. The Illinois Attorney Registration & Disciplinary Commission (ARDC) oversees the enforcement of these rules. It is important for attorneys to comply with both the Illinois Rules and any applicable federal regulations, such as those from the Federal Trade Commission (FTC) regarding truth in advertising.