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 Massachusetts, attorney and law firm advertising is governed by the Massachusetts Rules of Professional Conduct, specifically Rule 7.1 through 7.5. These rules require that any communication made by or on behalf of a lawyer or law firm must not be false or misleading. This includes any statements about the lawyer or law firm's services, fees, or the results of any legal matter. The rules also prohibit solicitation through direct contact with a prospective client with some exceptions. Attorneys must also refrain from making unsubstantiated comparisons of their services or fees with those of other lawyers. Any advertisement must include the name and office address of at least one lawyer or law firm responsible for its content. The Massachusetts Bar Association provides guidance and may review advertisements for compliance. Violations of these advertising rules can result in disciplinary action by the state bar association.