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 Dakota, attorney and law firm advertising is governed by the North Dakota Rules of Professional Conduct, specifically Rule 7.1 through 7.5, which address communications concerning a lawyer's services, advertising, and solicitation. These rules mandate that any communication about a lawyer or law firm's services must be truthful and not misleading. Attorneys are prohibited from making false or unsubstantiated comparisons of their services with other lawyers' services. They must also refrain from implying that they can achieve results by means that violate the Rules of Professional Conduct or other law. Specific disclosures may be required to prevent an advertisement from being misleading, and certain content, such as testimonials or endorsements, may be subject to additional rules to ensure they are not deceptive. The North Dakota Supreme Court Disciplinary Board oversees the enforcement of these rules, and attorneys must comply with them to avoid disciplinary action. The rules apply to all forms of advertising, including traditional media and online platforms.