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Ethics/Professional Responsibility,
Administrative/Regulatory

Jan. 14, 2026

SB 37: California's first step toward ethical advertising in the age of AI

SB 37 redefines "truthful and not misleading" for an era when AI, vendors and influencers often blur the line between real legal advice and digital impersonation.

Monica Washington-Rothbaum

Chief Operating Officer and Senior Attorney
J&Y Law

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SB 37: California's first step toward ethical advertising in the age of AI
Shutterstock

Advertising in the legal industry is undergoing a transformation unlike anything we have seen in decades. For years, the rules governing attorney marketing were built for a world of billboards, mailers and TV commercials. Today, that world has been replaced by algorithmic targeting, paid influencer videos, outsourced vendor campaigns and AI videos. 

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