California's SB 37 Is Just the Beginning — What PI Firms Everywhere Should Be Watching

California's new attorney advertising law doesn't just affect California. Here's why SB 37 is a preview of what's coming for PI firms across the country — and what smart firms are doing now.

## What SB 37 actually does On January 1, 2026, California's Senate Bill 37 went into effect. It expands advertising rules for attorneys — specifically personal injury firms — beyond traditional media into digital channels. That means your website, your landing pages, your paid ads, and even your lead generation vendors all fall under stricter disclosure and transparency requirements. The key provisions are straightforward: - **All advertising must clearly identify the responsible attorney or firm.** No more anonymous landing pages or unlabeled lead gen funnels. - **Paid testimonials and endorsements must be disclosed.** If a review was incentivized, that has to be visible. - **Lead generation platforms are now treated as advertising.** If a third-party vendor is capturing leads on your be…