If you advertise legal services in California, January 1, 2026 brings the most significant regulatory change in decades. California SB37 attorney advertising law fundamentally restructures how you can market your firm online. Generic lead funnels, result guarantees, and anonymous advertising are now prohibited. The penalties include State Bar sanctions and direct lawsuits from consumers. Whether you run Google Ads, buy leads from vendors, or post on social media, these rules apply to you. At EverConvert, we’ve analyzed the specific requirements across every major platform to help law firms navigate this transition. Understanding what changed and how to comply protects your practice and keeps your marketing effective.
In this blog, we’ll break down exactly what SB37 requires, how it impacts your advertising on Google, Facebook, YouTube, and TikTok, what it means for lead generation vendors, and the specific compliance steps you need to take right now, all informed by EverConvert’s paid advertising services that are already adapting to these California attorney advertising law standards while still delivering quality cases.
What SB37 Actually Requires
California SB37 brings specific rules that every attorney advertising in the state must follow starting January 1, 2026.
Expanded Definition of “Advertisement”
Under California SB37 attorney advertising law, an advertisement now means any communication that promotes your legal services. It doesn’t matter if you post it on social media, send it by email, or use it on a landing page. If you’re trying to get clients through it, it counts as advertising. Lead generation funnels fall under this rule too. You can’t avoid compliance by claiming you’re just “connecting people” or acting as a middleman.
Core Mandatory Disclosures
Every advertisement must identify at least one California-licensed attorney by name. You also need to include your actual California office location. List your city, town, or county. If you don’t have a physical office, use your State Bar address. The information must be easy to see and understand. If you use video or audio ads, speak the disclosures clearly at a normal pace.
Prohibited Content
California attorney advertising law now explicitly bans certain claims. You cannot promise guaranteed results or predict case outcomes. Phrases like “fast cash” or “quick settlement” are prohibited. Don’t use misleading awards or fake credentials. Never have someone pretend to be a lawyer when they’re not. Any false or deceptive statement about your qualifications or experience violates SB37 lead generation requirements.
The Three Rules That Change Everything
Three specific rules under California attorney advertising law create the framework for how you market your firm.
Rule 7.1: Truth in Communication
Rule 7.1 sets a zero-tolerance standard for false or misleading information in attorney marketing compliance California. Every claim you make must be backed by evidence. If you say you’ve won 500 cases, you need to prove it. Leaving out important facts counts as misleading too. For example, advertising a low fee without mentioning additional costs violates this rule. You cannot guarantee results or promise specific outcomes. The consequences are serious. The State Bar can reprimand you, suspend your license, or disbar you entirely.
Rule 7.2: Advertising Standards
Your ads must name the attorney or law firm responsible for the content. Include a phone number or office address that people can verify. If you use client testimonials, add a disclaimer stating that past results don’t guarantee future outcomes. Joint advertising gets trickier under legal advertising regulations 2026. You need a formal written agreement that makes each participating attorney liable for the content. Everyone listed shares responsibility for accuracy. This prevents firms from hiding behind partnerships when violations occur.
Rule 7.3: Solicitation Restrictions
You cannot directly contact potential clients through email, phone, or in person if your main reason is making money. There are four exceptions: current or former clients, family members, close personal friends, and other lawyers. Written solicitations must display the word “Advertisement” prominently. Place it at the beginning and end of electronic messages. California SB37 attorney advertising rules protect consumers from aggressive tactics that pressure them into hiring lawyers they haven’t researched.
Platform-Specific Compliance Requirements
Each digital advertising platform has unique compliance challenges under California SB37 attorney advertising rules.
Google Ads (Search, Display, Performance Max)
Your landing pages are part of your advertisement under legal advertising regulations 2026. They must follow the same disclosure rules as your ads. Generic pages that say “California accident help” without naming an attorney violate SB37. Performance Max campaigns need attorney identification at every step of the funnel. Don’t assume Google handles compliance for you. Local Service Ads already meet most requirements because Google verifies your credentials before running them.
YouTube Advertising
Spoken disclaimers must be clear and easy to understand. You cannot speed through required disclosures at the end of your video. State the attorney’s name out loud and show it on screen. Pre-roll ads need disclosures at the beginning, not buried where viewers won’t see them. If someone can’t understand what you’re saying, you’re not compliant.
Facebook & Instagram
Content that looks organic still counts as advertising under California attorney advertising law. Your lead forms must identify the attorney before someone submits their information. Testimonial-based ads need clear disclaimers about results. If you use influencers or spokespersons, make it obvious they’re not lawyers. Facebook’s casual format doesn’t exempt you from SB37 lead generation requirements.
TikTok
Story-style ads cannot promise specific results or fast money. The creator in your video must not appear to be the attorney unless they actually are. Display required disclosures as text overlay on the video itself. Attorney marketing compliance California applies even to platforms built around entertainment and storytelling.
Lead Generation Under SB37: The Biggest Disruption
SB37 lead generation requirements target the third-party vendor industry that has operated with minimal oversight for years.
High-Risk Lead Vendor Practices
Many lead vendors use anonymous branding like “California Legal Help” without identifying an actual attorney. They sell the same leads to multiple law firms. When questioned, vendors claim they’re not law firms and don’t need to follow legal advertising regulations 2026. Some refuse to name the responsible attorney on intake forms. These practices now expose both the vendor and participating attorneys to liability. Generic intake funnels that hide attorney identity violate California attorney advertising law.
New Requirements for Lead Services
Lead generation services must get certified by the State Bar under Business and Professions Code Section 6155. Certification isn’t a one-time event. You need to renew it every year. The State Bar sets operational standards that certified services must follow. If you run joint advertising with other attorneys, you need a written agreement that spells out who’s liable for what. You cannot avoid responsibility by claiming the vendor handles everything.
What This Means for Firms Buying Leads
You remain responsible for all advertising content even when buying leads from vendors. Attorney marketing compliance California cannot be outsourced. Your contracts must address who provides required disclosures and who pays if violations occur. If a vendor refuses to explain how they’ll comply with SB37, stop working with them.
Civil Enforcement: Real Financial Risk
California SB37 attorney advertising violations now carry financial consequences beyond State Bar penalties.
Private Right of Action (Business & Professions Code Section 6158.3)
Consumers can sue you directly for advertising violations under legal advertising regulations 2026. They don’t need to wait for the State Bar to act. If they win, you pay actual damages, restitution, their attorney fees, and court costs. These lawsuits run independently of State Bar enforcement. You could face both civil liability and professional sanctions for the same violation.
State Bar Enforcement
Anyone can file a complaint with the State Bar about your advertising. The Bar reviews complaints and investigates potential violations. If they find substantial evidence against you, they’ll order you to stop running the ad immediately. Sanctions under California attorney advertising law range from a formal reprimand to complete disbarment. You must keep copies of all advertisements for one year after they stop running. The State Bar can request these records during investigations.
Immediate Action Steps for Compliance
Take these concrete steps now to align your marketing with California SB37 attorney advertising requirements.
Audit Current Marketing Ecosystem
Review every ad, landing page, lead form, and social media post you’re currently running. Make a list of all third-party vendors you work with for leads or advertising. Get copies of your advertising agreements and check if vendors have State Bar certifications. Identify where you’re missing attorney names or office locations. Look for any language that guarantees results or promises fast settlements.
Update Digital Assets
Add required disclosures to all platforms where you advertise. Remove any claims about guaranteed outcomes or quick cash. If you use client testimonials, add disclaimers stating that past results don’t predict future outcomes. Create a standard format for attorney identification that you use across every campaign. Consistency helps with attorney marketing compliance California.
Vendor Relationship Review
Ask every lead service provider to show proof of State Bar certification. Update contracts to specify how SB37 lead generation requirements will be met. Define who pays if advertising violations occur. Build an exit plan for vendors who refuse to comply with legal advertising regulations 2026.
Establish Ongoing Compliance Protocol
Create a system to quickly remove ads if the State Bar challenges them. Assign one person to oversee California attorney advertising law compliance. Schedule quarterly reviews of all marketing materials. Train your marketing team on what’s allowed and what’s prohibited under SB37.
Get SB37-Compliant Advertising That Actually Converts!
California attorney advertising law doesn’t have to slow down your case acquisition. Our team at EverConvert specializes in building paid advertising campaigns that meet every SB37 requirement while generating qualified leads for your firm. We handle platform-specific compliance across Google Ads, Facebook, YouTube, and beyond so you can focus on practicing law. Don’t risk State Bar sanctions or civil liability with non-compliant marketing.
Contact EverConvert today at 252-814-6001 for a free audit of your current advertising and learn how we can restructure your campaigns for both compliance and performance!
