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 Missouri, attorney and law firm advertising is governed by the Missouri Rules of Professional Conduct, specifically Rule 4-7.2. This rule requires that any communication made by or on behalf of a lawyer or law firm about the lawyer's services must be truthful and not misleading. It prohibits false or misleading statements that might create unjustified expectations or imply results by means that violate the Rules of Professional Conduct or other law. Attorneys must also refrain from making comparative statements that cannot be substantiated. Additionally, any advertisement must include the name and office address of at least one lawyer or law firm responsible for its content. Missouri attorneys must also comply with any applicable federal laws, such as the Truth in Advertising enforced by the Federal Trade Commission (FTC), which requires advertisements to be truthful, not deceptive, and backed by evidence when necessary. The Missouri Bar provides guidance and may review advertisements for compliance, and failure to adhere to these standards can result in disciplinary action.