California advertising rules for law firm websites: a plain-English checklist (2026)

What changed in 2026

California changed its lawyer advertising laws in the Business and Professions Code, starting January 1, 2026. Three changes matter most for websites:

• “Advertisement” is broader. It now covers any written, recorded or electronic message about a lawyer’s services meant to get people to hire you. That includes your website, social media posts and online ads.
• People can sue. For some violations, people can sue and ask for $5,000 to $100,000 per violation, or three times their actual damages, plus attorney’s fees.
• Faster takedowns. A complaint to the State Bar can lead to a finding that an ad breaks the rules. An advertiser who doesn’t remove it in time can then be sued.

The website checklist

1. Who is responsible. Show the name of at least one California-licensed lawyer, or the firm responsible for the site. A footer line on every page works well.
2. Where you are. Show the city, town or county of at least one real office, or the address you have on record with the State Bar.
3. No guarantees. Nothing that promises or suggests a result: “We will win your case”, “Guaranteed settlement”.
4. No “quick cash”. No words or images suggesting fast money or quick settlements.
5. Contingency fees with costs. If you say “No fee unless we win” or “contingency fee”, also say whether the client pays case costs when there is no recovery.
6. Case results with care. Results must be true and not misleading. Don’t present them in a way that makes people expect the same result. Add a clear note that every case is different and past results don’t guarantee a similar outcome.
7. Reviews and testimonials. Only real clients. If an actor plays a client, or a scene is acted out, say so. If you use a spokesperson, show their title.
8. Awards. Only show awards that weren’t given just for being a member, and that the organization didn’t charge for. Check every badge in your footer.
9. “Specialist”. Only say an attorney is a “certified specialist” if they are certified by the State Bar’s Board of Legal Specialization or an accredited organization, and name that organization. “We focus on personal injury” is fine.
10. Skills and experience. No false or misleading claims about your skills, experience or record. “Top lawyer” and “best firm” need care.
11. Small ads. On platforms with little space, like some social or search ads, link clearly to a page with all the required details.
12. Joint ads and lead services. If you advertise with other firms or through a lead service, you need a signed joint advertising agreement, and you share responsibility for the content.

Your marketing company doesn’t carry the risk. You do.

If an agency or a lead-generation site writes something false on a page about your firm, the firm and its lawyers can be held responsible. So review every page, ad and landing page yourself, and keep a record of what was live and when.

How we handle it at araRank

• We put the responsible attorney, firm name and office city in the footer of every page.
• We add the right notes next to results, fees and reviews.
• We never write made-up results, reviews or awards.
• Your attorneys approve every page before it goes live.

Want us to check your current site against this list? Ask for a free audit.

Written by Sevag Boghossian

Sevag is the founder of araRank and a web developer with 6 years in law firm marketing and SEO. He builds every site we make, from Los Angeles.

About Sevag →