Definition
An attorney advertising disclaimer is a notice, such as 'Attorney Advertising' or 'Prior results do not guarantee a similar outcome', that some state bar rules require on law firm marketing. Requirements vary significantly by state and by the type of content.
Why it matters for law firms
A disclaimer that is missing or placed incorrectly can create a compliance problem even when the content itself is accurate. Multi-state firms and national SEO campaigns need to meet the strictest applicable rules.
Example
A New York firm adds 'Attorney Advertising' to its homepage and a prior-results disclaimer to every case results page, in line with New York's advertising rules.
How to improve it
- Check the advertising rules in every state where you practise.
- Add required disclaimers near case results and testimonials.
- Include a general website disclaimer in the footer.
- Review disclaimers when adding new states or offices.
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Aditya Chauhan
Head of SEO, PageOne Lawyers
Last updated September 26, 2026