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California SB 37 legal advertising concept showing a judge’s gavel, scales of justice, and a binder labeled “SB 37” next to a California state outline.

Understanding California SB-37: What It Means for Legal Advertising and Lead Generation

California’s legal advertising landscape is evolving. With the passage of SB-37, new standards now apply to how legal services are marketed online, including websites, landing pages, and lead generation platforms.

At Legal Brand Marketing (LBM), we believe transparency and compliance are essential to protecting both our clients and the consumers we serve. This article explains what SB-37 is, why it matters, and how we’re preparing.

How Legal Brand Marketing Is Preparing

LBM has taken a proactive approach to SB-37 compliance across our legal marketing properties. Our preparation includes several key initiatives:

1. Updating Website and Landing Page Copy

We are reviewing and updating website content to ensure it uses neutral, informational language that focuses on evaluation and legal options rather than outcomes.

2. Standardizing Disclaimers

We have implemented consistent disclaimer language across our websites to clearly explain:

  • That our sites are legal marketing services, not law firms

  • That we do not provide legal advice

  • That submitting information does not create an attorney-client relationship

  • That legal outcomes are not guaranteed and vary by case

3. Increasing Transparency Around Participating Attorneys

To provide additional clarity, we are adding accessible lists of participating California attorneys, organized by practice area, so consumers can easily identify the firms that may receive inquiries generated through our sites.

4. Incorporating Compliance Into Our Ongoing Processes

SB-37 compliance is not a one-time update. We’ve incorporated these standards into our internal workflows so that new content, new pages, and future updates are reviewed with SB-37 in mind.

What This Means for Our Clients

For law firms working with LBM, SB-37 does not change how leads are delivered or how potential clients reach out. Instead, it ensures that the marketing environment remains compliant, transparent, and sustainable.

Our goal is to:

  • Reduce regulatory risk

  • Protect our clients’ brands

  • Maintain trust with consumers and advertising platforms

By taking these steps early, we’re helping ensure continuity and confidence as the legal marketing landscape continues to evolve.

Looking Ahead

Regulatory standards will continue to change as digital marketing grows and consumer protection remains a priority. At LBM, we view compliance as a partnership, not a burden.

If you have questions about SB-37 or how it may affect your marketing programs, our team is always available to help.

Frequently Asked Questions (FAQs)

SB-37 is a California law that updates and strengthens the rules governing legal advertising. Its primary goal is to prevent misleading or deceptive marketing practices in the promotion of legal services.

Unlike older regulations that focused mostly on traditional advertisements, SB-37 applies broadly to any communication intended to encourage someone to contact an attorney, including:

  • Law firm websites

  • Legal lead generation websites

  • Landing pages and conversion forms

  • Digital advertising and promotional content

The law emphasizes clarity, accuracy, and transparency for consumers evaluating legal services.

SB-37 focuses on eliminating advertising practices that may create unrealistic expectations or confusion, such as:

  • Promises or guarantees of legal outcomes

  • Claims suggesting a person is “entitled” to compensation

  • Dollar amounts, settlement ranges, or “average case value” statements

  • Language that implies predictable results

The intent is not to restrict legal marketing, but to ensure that consumers receive honest, non-misleading information when exploring their legal options.

It’s important to understand what SB-37 does not change.

SB-37:

  • Does not ban legal advertising

  • Does not change how attorneys evaluate cases

  • Does not affect how leads are delivered or handled

  • Does not require law firms to change how they practice law

The law regulates how legal services are described in marketing, not the services themselves.

No. SB-37 applies broadly to any communication intended to encourage someone to contact an attorney, including websites, landing pages, lead generation platforms, and digital marketing content, not just traditional ads.

No. SB-37 does not ban legal advertising. It sets standards for how legal services may be described, requiring that marketing be accurate, transparent, and free from guarantees or misleading claims.

No. SB-37 does not change how leads are generated, routed, or delivered to attorneys. It focuses on advertising content and disclosures, not intake processes or case evaluation.

No. SB-37 does not affect legal practice, case strategy, or attorney-client relationships. It only regulates how legal services are marketed to consumers.

No. SB-37 does not require legal marketing or lead generation companies to become State Bar–certified lawyer referral services. Certification is only required if a business operates as or holds itself out as a certified referral service under existing California law.

You can review the full, official text of California’s SB 37 through LegiScan, which hosts the amended bill language as passed by the California Legislature and chaptered into law.

These links allow readers to review the statutory language directly and verify the current status and legislative history of SB 37.

Legal Brand Marketing is proactively:

  • Updating website and landing page copy

  • Standardizing disclaimer language

  • Increasing transparency around participating attorneys

  • Incorporating SB-37 review steps into ongoing workflows

These steps help protect our clients and partners while maintaining consistent lead generation operations.

Key Takeaways: California SB-37

  • SB-37 is a California law that updates the rules around legal advertising and legal marketing.

  • The law applies not only to ads, but also to websites, landing pages, and lead generation platforms that encourage consumers to contact an attorney.

  • SB-37 focuses on transparency and accuracy, discouraging guarantees, promises of outcomes, and misleading or outcome-based language.

  • The law does not ban legal advertising and does not change how attorneys evaluate cases or practice law.

  • SB-37 does not require legal marketing or lead generation companies to become State Bar–certified lawyer referral services.

  • Clear disclaimers are an important part of SB-37 compliance, helping consumers understand the nature of legal marketing websites.

  • Transparency around participating attorneys is encouraged, allowing consumers to identify the firms that may receive inquiries.

  • SB-37 compliance is an ongoing process and should be incorporated into regular content, website, and review workflows.

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