The seven phrases SB 37 makes risky in your ads
The exact words and claims that draw complaints, and what to say instead that still converts.
7 min →
SB 37 resources
Plain answers on SB 37, written for the people who run the ads.
No legalese, no fear-selling. Just what the law actually says, what it means for your campaigns, and what to change before it becomes a problem. This is marketing guidance, not legal advice.
Start here · Primer
SB 37, explained for law firm owners in ten minutes.
What the law is, when it takes effect, who it applies to, what the penalties actually are, and the handful of things in your current ads most likely to trip it. The one piece to read before the rest.
10 min read →The short version
- ·California law, effective January 2026
- ·Covers attorney advertising that misleads
- ·Statutory damages $5,000 to $100,000 per violation
- ·One bad ad can carry more than one
All
Primer
Ad copy
Disclosures
Compliance
Strategy
Attorney advertising labels: what is actually required
Where the label has to appear, how visible it must be, and the common ways firms get it wrong.
6 min →Dramatizations and AI characters: labeling them right
Reenactments and synthetic people are fine, unlabeled ones are not. How to disclose without killing the ad.
5 min →Does SB 37 apply to you if you are outside California?
The reach test, in plain terms, and why targeting settings matter more than where your office is.
6 min →Why payout hooks produce bad cases
The cash-hook angle is a compliance risk and a quality problem at the same time. The math on why.
8 min →Building a pre-launch review your team will actually use
A simple review step before spend that catches most exposure without slowing your campaigns down.
7 min →Qualification-first ad copy that filters bad leads
How the words in the ad, not just the form, decide who bothers to click and who does not.
6 min →Reading a competitor ad library for compliance gaps
What the public ad libraries reveal about who is exposed, and how to pressure-test your own.
7 min →What Meta and Google enforce on legal ads
Platform policy is a separate layer on top of the law. Where the two overlap and where they do not.
6 min →Rather find out where you stand than read about it?
Run the free 60-second exposure scan, or book a call and we will walk your live ads together.