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 New Mexico, attorney and law firm advertising is governed by the New Mexico Rules of Professional Conduct, specifically Rule 16-701 to 16-707 NMRA. These rules are enforced by the New Mexico State Bar Association. The regulations require that attorney advertisements must not be misleading, must include the name and office address of at least one attorney or law firm responsible for the content, and must comply with the rules regarding the communication of fields of practice. Comparative statements that cannot be factually substantiated are prohibited, as are claims of specialization unless the attorney is certified as a specialist in a particular field of law by an organization approved by the American Bar Association. Additionally, any communication that contains testimonials or endorsements must comply with specific guidelines to avoid deception. Solicitations through written, recorded, or electronic communication are subject to additional rules, including the requirement to include the word 'Advertisement' on the outside envelope and at the beginning and ending of any recorded communication. The New Mexico Disciplinary Board monitors compliance with these rules, and violations can result in disciplinary action.