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 Maryland, attorney and law firm advertising is governed by the Maryland Attorneys' Rules of Professional Conduct (MARPC), specifically under Title 19, Chapter 300. These rules are designed to ensure that attorney advertising is not misleading, is truthful, and does not make unsubstantiated comparisons with other legal services. Attorneys must refrain from making false or misleading communications about their services, implying that outcomes can be guaranteed, or suggesting that they are endorsed by a court or government agency. The use of testimonials or endorsements is permitted, but they must be genuine and attorneys must include disclaimers if the results obtained for one client are not typical for all clients. Any communication considered to be an advertisement must be labeled as such, and copies of advertisements must be kept for a period of three years. The Maryland State Bar Association provides guidance and may review advertisements for compliance. Failure to adhere to these rules can result in disciplinary action by the Maryland Attorney Grievance Commission.