California SB 37 tightens rules on attorney advertising in California, especially for personal injury lawyers, effective January 1, 2026. It broadly defines “advertisement” to cover nearly any written, recorded, or electronic communication encouraging people to hire a lawyer, including websites, social media, videos, profiles, articles, and referral service listings.
Ads must clearly identify the responsible California lawyer or firm, include a bona fide office location, disclose any actors, dramatizations, or impersonations, and identify any celebrity spokesperson’s role. They may not promise results, suggest quick cash or immediate settlements, mislead about experience or awards, or say “no fee unless recovery” unless the client truly doesn’t have to repay advanced costs.
SB 37 also regulates lawyer referral services by requiring State Bar certification, limiting ownership by lawyers who get most of the referrals, and capping fees to reduce conflicts and deceptive steering. Consumers harmed by non‑compliant ads can sue, but only after filing a State Bar complaint, getting a violation finding, and giving a brief window for the advertiser to pull or correct the ad; remedies include damages, fee shifting, injunctions, and possible professional discipline.
More: https://optimizemyfirm.com/ca-sb37/
Ads must clearly identify the responsible California lawyer or firm, include a bona fide office location, disclose any actors, dramatizations, or impersonations, and identify any celebrity spokesperson’s role. They may not promise results, suggest quick cash or immediate settlements, mislead about experience or awards, or say “no fee unless recovery” unless the client truly doesn’t have to repay advanced costs.
SB 37 also regulates lawyer referral services by requiring State Bar certification, limiting ownership by lawyers who get most of the referrals, and capping fees to reduce conflicts and deceptive steering. Consumers harmed by non‑compliant ads can sue, but only after filing a State Bar complaint, getting a violation finding, and giving a brief window for the advertiser to pull or correct the ad; remedies include damages, fee shifting, injunctions, and possible professional discipline.
More: https://optimizemyfirm.com/ca-sb37/
