The State Bar of California has some of the strictest advertising rules in the country. We provide a checklist to keep your SoCal marketing efforts ethical and effective.
Introduction
California’s legal market is competitive—and the rules that govern attorney advertising are some of the most complex in the nation. At the center of these regulations is Rule 7.2 of the California Rules of Professional Conduct, which outlines how attorneys can ethically promote their services.
Failing to follow these guidelines doesn’t just risk your reputation—it can also lead to disciplinary action from the State Bar. This guide will help you understand the essentials of Rule 7.2 and give you a practical checklist to ensure your marketing stays both compliant and effective.
1. What is Rule 7.2?
Rule 7.2 governs communications concerning a lawyer’s services, specifically how attorneys can advertise, solicit clients, and pay for referrals. It covers everything from billboards and Google ads to TV commercials, websites, and social media posts.
In short, the rule aims to protect the public from misleading or coercive advertising, while still allowing attorneys to market their services truthfully.
2. Key Provisions Every California Attorney Must Know
a) Truthfulness and No False or Misleading Statements
Your ads must not contain any statements that are false, misleading, or omit important facts. For example:
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Claiming you are “the best lawyer in California” without verifiable proof.
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Suggesting guaranteed results.
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Using stock imagery that implies your office or staff is something it’s not.
b) Required Disclosures
Certain types of ads—especially those involving paid endorsements or actors—must clearly state that fact.
Example: “Not an actual client” or “Paid spokesperson”.
c) Payment for Recommendations
Rule 7.2 allows you to pay for advertising, but you cannot give anything of value to a person for recommending your services, unless it falls under specific exceptions (such as paying a legal directory for a listing or a certified lawyer referral service).
d) Recordkeeping
You must keep a copy of every ad for at least two years after its last dissemination, along with records of when and where it was used. This applies to digital ads, printed materials, and broadcast media.
e) Compliance with Other Rules
Rule 7.2 works alongside other key rules, such as:
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Rule 7.1: Communications Concerning a Lawyer’s Services (truthfulness)
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Rule 7.3: Solicitation of Clients (direct contact restrictions)
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Rule 1-400 (former rule): The old advertising rules, for historical reference
3. Checklist for Ethical SoCal Attorney Advertising
✅ Be truthful and specific – Avoid superlatives unless you can prove them.
✅ Include necessary disclosures – Especially if using actors, dramatizations, or testimonials.
✅ Document everything – Keep records of ad content, dates, and locations.
✅ Choose ethical partners – Work with marketing vendors who understand California’s rules.
✅ Review new campaigns before launch – A quick compliance check can prevent major headaches.
4. Balancing Compliance with Effective Marketing
Some attorneys worry that strict advertising rules will make their marketing bland. The truth is, ethical marketing can still be creative and compelling.
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Use client success stories (with permission).
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Highlight case results in compliance with disclosure requirements.
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Focus on your expertise and community involvement.
By blending strong branding with compliance, you can build trust, attract high-value clients, and avoid costly ethics violations.
Final Takeaway
Navigating Rule 7.2 isn’t just about avoiding trouble—it’s about building credibility in one of the most competitive legal markets in the country. When your advertising is truthful, transparent, and ethical, it not only meets California’s requirements—it also resonates with the clients you want to serve.