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 Pennsylvania, attorney and law firm advertising is governed by the Pennsylvania 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 advertising must not be misleading, must include the name and office address of at least one lawyer or law firm responsible for its content, and must comply with the requirements for the retention of advertisements. Comparative statements that cannot be factually substantiated are prohibited, as are claims of specialization unless the attorney is certified as a specialist by a recognized organization. Additionally, solicitation (direct contact with a prospective client) is subject to strict limitations, particularly when the potential client has not sought the attorney's advice or the solicitation involves coercion, duress, or harassment. The Pennsylvania Bar Association provides guidance and may review advertisements for compliance. Attorneys must also be mindful of the American Bar Association's Model Rules of Professional Conduct, as they influence state regulations and ethical standards for attorney advertising.