“If your law firm’s marketing still uses phrases like “Guaranteed results” or “We win every case,” it’s time for a rewrite.
California’s new SB 37 officially makes misleading or exaggerated legal advertising a compliance risk, not just a bad look. Under this new law, firms that use deceptive or unverifiable claims could face penalties of up to $100,000 per post or ad.
And while that might sound extreme, maybe it’s overdue.
Why SB 37 Changes the Game for Legal Marketing
For years, the legal industry has rewarded high-converting ad copy — the kind that promises speed, certainty, or impossible results. But consumers, especially vulnerable clients seeking legal help, deserve better. SB 37 signals a major shift: honesty in marketing isn’t just good ethics anymore — it’s the law.
Law firms will now need to carefully review all digital marketing, from social media ads to website copy and Google Ads campaigns. Phrases implying guaranteed outcomes, “fastest” settlements, or exaggerated success rates could all trigger enforcement action.
Authenticity Is the New Competitive Edge
Transparency builds trust — and trust converts better than hype ever could.
Firms that focus on educating clients, setting realistic expectations, and showcasing authentic testimonials will thrive in this new regulatory climate.
Meanwhile, those clinging to vague or inflated claims risk both their reputation and their bottom line.
What Law Firms Should Do Now
Audit your ad copy and website language. Look for any guarantees, superlatives, or unverifiable claims.
Train your marketing teams. Everyone — from your PPC manager to your intake staff — needs to understand compliance boundaries.
Shift your message toward clarity. Explain your process, showcase real case results (with permission), and emphasize your values over empty slogans.”
– Â Hugo E. Gomez, Founder (Abogados NOW)