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 York, attorney and law firm advertising is governed by the New York Rules of Professional Conduct, specifically Rule 7.1, which addresses the requirements and restrictions on legal advertising. Attorneys must ensure that their advertisements are not false, deceptive, or misleading. This includes avoiding claims that cannot be substantiated, refraining from comparisons that cannot be factually supported, and not creating unjustified expectations about results. Any testimonials or endorsements in the advertising must be genuine and not misleading. Attorneys are also required to keep a copy of their advertisements for a period of time, typically three years. Additionally, certain advertisements must be labeled as 'Attorney Advertising,' and solicitation communications must comply with specific rules regarding their dissemination and content. The New York State Bar Association provides guidance and may discipline attorneys who violate these advertising rules.