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 North Carolina, attorney and law firm advertising is governed by the North Carolina State Bar and must comply with the Rules of Professional Conduct. These rules ensure that any advertising is not misleading, is truthful, and does not create unjustified expectations. Attorneys must avoid making false or unsubstantiated comparisons of their services or fees with those of other attorneys unless they can be factually substantiated. Specific disclosures may be required to clarify potential results or the nature of the relationship between the attorney and the client. The use of testimonials or endorsements is permitted but comes with restrictions to prevent deception. The rules also address direct solicitation, which is generally prohibited when it involves coercion, harassment, or undue influence. The content of advertisements must not imply that the attorney can achieve results by means that violate the Rules of Professional Conduct or other law. The North Carolina State Bar requires that a copy or recording of an advertisement or communication be kept for a period of two years after its last dissemination along with a record of when and where it was used.