California just rolled out its biggest attorney advertising overhaul in decades with Senate Bill 37 (SB 37), signed in October 2025 and effective January 1, 2026. And this is not a small tweak to some fine print. It’s a structural shift in how legal marketing is regulated in California.
FYI – California is often a bellwether state for regulations in this country, so pay attention!
These rules apply to websites, landing pages, social media, intake funnels, and third-party lead generation. If your firm markets in California in any way, you’re in scope.
At Blue Seven Content, we track this stuff obsessively because we have to. We work with firms and agencies that operate in California every day. Our writers know. Our editors know. We stay current so you don’t have to babysit the State Bar website at midnight.
Let’s break down what changed and what it looks like in the real world. FULL DISCLOSURE: Some of the images we used here were made with AI.
1. Mandatory Disclosures: No More Anonymous Ads
The most immediate change from SB 37 is transparency. The law forces every legal advertisement to clearly identify who is responsible and where they actually exist in the physical world.
Two key requirements:
- You must identify at least one California-licensed attorney, law firm, or certified referral service responsible for the ad.
- You must disclose a real office location or the attorney’s State Bar address of record.
This is aimed squarely at anonymous funnels and “virtual office” marketing operations.
Real-world example
Non-compliant version:
“Injured in California? Get help now. Free consultation. Call today.”
No attorney name. No firm name. No location. Just a phone number and a lead funnel.
Compliant version:
“Advertisement by Smith & Rivera LLP. Responsible Attorney: Maria Rivera, CA Bar #123456. Office: Los Angeles, CA.”
The difference is not cosmetic. It’s structural. The ad must tie back to a real, licensed human being and a real location.
What this means for your website
Your landing pages can’t float in a legal gray zone anymore. Even single-campaign pages need proper attribution. Footer disclosures are no longer optional polish. They’re compliance requirements.
2. Prohibited Content: The Death of Hype Marketing
SB 37 goes directly after the flashiest parts of legal advertising. The updated code bans several tactics that were common in aggressive personal injury and mass tort marketing.
Guarantees and promises
You cannot guarantee outcomes. Not subtly. Not creatively. Not with clever phrasing.
Non-compliant:
“We guarantee maximum compensation.”
Compliant alternative:
“We fight to pursue full and fair compensation under California law.”
The difference is intent. One promises a result. The other describes an effort.
“Fast cash” language
The law explicitly bans messaging around quick money.
Non-compliant:
“Cash in days. Settlement in 2 weeks.”
Compliant alternative:
“Every case timeline is different. We’ll guide you through the legal process step by step.”
Yes, it’s less flashy. That’s the point.
Misleading awards
If an award exists only because someone paid a membership fee, you can’t present it as an achievement.
Non-compliant:
“Top 10 Lawyers in America” badge purchased from a pay-to-play directory.
Compliant:
Awards based on real, objective criteria with transparent methodology. And even then, they should be presented carefully and truthfully.
Actor impersonations
Using actors as fake clients or lawyers without disclosure is prohibited.
Non-compliant:
A smiling “client” testimonial that is actually a stock actor with no disclaimer.
Compliant:
“Dramatization. Actor portrayal.”
Small line. Big legal difference.
3. The Expanded Definition of “Advertisement”
This is where a lot of firms get surprised.
The law now treats almost any communication intended to attract legal business as advertising. That includes things that used to feel informal or organic.
- Landing pages
- Intake forms
- Thank-you screens
- Social media posts
- Video storytelling (Instagram, TikTok, YouTube, etc.)
- Educational reels with a call to action
If the purpose is to get hired, it’s advertising. It’s safer for California law firms to assume just about every piece of material they put out falls under SB 37.
Real-world example
A TikTok video where an attorney tells a dramatic accident story and ends with:
“If this happened to you, call us today.”
That is advertising. It must meet disclosure rules just like a billboard or TV ad.
Even a “thank you for submitting your form” page can fall under scrutiny if it contains promotional language. The takeaway is simple: your entire funnel is now regulated space.
4. New Enforcement Power: This Is Not Just a Slap on the Wrist
Historically, attorney advertising issues lived inside State Bar discipline. SB 37 raises the stakes.
72-hour takedown rule
If the State Bar flags a violation, you have 72 hours to pull the ad.
That clock starts ticking fast, and we hope you have control over your website or ads, or know who does. Hopefully, you can get a hold of them.
Civil lawsuits
If the ad stays up or gets republished, consumers and competitors can sue.
This is the part firms underestimate. Your marketing is no longer just a compliance issue. It’s litigation exposure.
Statutory damages
Penalties range from $5,000 to $100,000 per violation, plus attorney’s fees.
Not per campaign. Per violation.
A single non-compliant landing page replicated across multiple ads can multiply risk quickly.
Real-world scenario
A lead-gen page promises “fast settlement cash,” stays live after notice, and continues collecting leads.
That page is now a financial liability, not just a marketing asset.
5. Third-Party Lead Generation: You Own Their Mistakes
This is one of the biggest shifts in responsibility, and why Blue Seven Content takes this law change seriously. We’re a vendor. We know our role. However, that doesn’t mean we don’t take your practice and livelihood seriously. We do.
If your marketing vendor violates SB 37, your firm is on the hook. Legally, it’s treated as if you wrote the ad yourself.
That includes:
- Lead generation companies
- Law firm SEO agencies
- Paid ad vendors
- Funnel builders
- Social media contractors
Real-world example
A lead vendor runs a non-compliant California injury funnel using banned “quick cash” language. They send you the cases.
Under SB 37, the State Bar doesn’t care that a vendor wrote it. Your name is attached to the legal work. Liability follows the lawyer.
Vendor oversight is now part of compliance.
The Part Nobody Says Out Loud: Lawyer-to-Lawyer Enforcement
There’s a reality in legal marketing that most attorneys understand but rarely say publicly.
A large portion of advertising enforcement doesn’t start with regulators hunting the internet. It starts with other lawyers.
Competitors watch each other. Firms report ads they think cross the line. Sometimes it’s about consumer protection. Sometimes it’s about leveling the playing field. Sometimes it’s just frustration with aggressive marketing that feels unfair.
SB 37 quietly raises the stakes on that dynamic.
When violations carry statutory damages and civil exposure, the incentive to report non-compliant ads increases. A questionable landing page is no longer just annoying to competitors. It can be framed as a legal advantage.
Real-world scenario
Firm A sees Firm B running ads that promise “cash in days.” Under the new rules, that language is explicitly banned.
Firm A doesn’t have to outspend Firm B. They can report the ad.
Now Firm B is facing a takedown clock, possible litigation, and reputational risk, all triggered by a competitor who was paying attention.
This isn’t paranoia. It’s the ecosystem adjusting to stricter rules.
The practical takeaway is simple: compliance isn’t just about avoiding State Bar scrutiny. It’s about avoiding becoming an easy target in a competitive market where everyone is watching everyone else.
The Bottom Line
SB 37 is not anti-marketing, but it does force us to pay close attention to the rules.
California is pushing the industry toward transparent, accountable, reality-based advertising. The firms that adapt early will be fine. The firms that cling to hype funnels and anonymous landing pages are taking on legal risk they probably don’t realize exists yet.
If your marketing touches California at all, now is the time to audit your disclosures, messaging, and vendor relationships. The era of “we’ll fix it later” advertising is over.
