Attorney Advertising Rules & AI Visibility (State Bar Compliant)

Why Attorneys Worry About AI Visibility

Attorneys are rightly careful about any marketing that could run afoul of state bar rules. AI visibility optimization can feel like a gray area: you're not buying ads on AI, but you are improving how your firm is represented in AI-generated answers. The good news is that bar rules focus on truthfulness, no misleading statements, and no improper solicitation—not on whether you optimize your website and listings so that AI can accurately recommend you.

What Attorney Advertising Rules Actually Say

State bar rules typically require that attorney communications not be false or misleading, that claims about results or qualifications be substantiated, and that solicitation comply with jurisdiction-specific limits. They apply to all "communications" about your services—including the information that appears on your website and in directories that AI may use. The key is: accurate, non-misleading, and compliant content is not only allowed but expected.

What's Allowed

• Optimizing your existing online presence — Ensuring your website and profiles are clear, accurate, and complete.
• Improving website content — Adding practice-area pages, FAQs, and accurate descriptions.
• Getting more reviews (ethically) — Requesting reviews from real clients without incentives for positive content; responding professionally to all reviews.
• Adding structured data — Schema markup (e.g. LocalBusiness, Attorney, FAQ) that helps AI understand your firm accurately.

What's NOT Allowed

• Fake reviews — Fabricated or incentivized reviews that misrepresent client experiences.
• Misleading claims — About results, qualifications, or services that you cannot substantiate.
• Superlatives without proof — "Best" or "#1" claims that are not backed by a verifiable, permitted basis.

How BiDigest Stays Compliant

BiDigest does not create or post advertising content for you. We track how AI platforms recommend your firm and provide data and recommendations (e.g. "add FAQ schema," "improve NAP consistency"). You (or your marketing team) decide what content to publish. Our reports surface inaccuracies or gaps so you can correct them in a compliant way. We do not use fake data or simulated AI responses in client-facing reports.

State-by-State Considerations

Rules vary by state. Some jurisdictions have specific rules about testimonials, practice areas, or fee disclosures. When you implement AI visibility improvements, have your marketing and compliance processes review content and claims for your jurisdiction. The tactics above—accurate content, real reviews, structured data—align with the spirit of most bar rules, but you should confirm with your own bar or counsel as needed.