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    SB-37
    Consumer Protection

    Attorneys: unlawful solicitations and advertisements.

    Engrossed
    CA
    ∙
    2025-2026 Regular Session
    1
    1
    Track
    Track

    Key Takeaways

    • Expands regulations on attorney advertising to prohibit misleading claims about skills and experience.
    • Authorizes civil lawsuits with penalties up to $100,000 for deceptive legal advertisements.
    • Requires attorney ads to clearly display the lawyer's name and office location.
    • Mandates withdrawal of violating advertisements within 72 hours of State Bar notification.

    Summary

    Senator Umberg's attorney advertising legislation expands civil enforcement options and tightens regulations on legal service marketing in California. The bill redefines attorney advertisements to include all written, recorded, or electronic communications encouraging individuals to secure legal services, while establishing new prohibitions on misleading claims about lawyers' skills and experience.

    The legislation creates a private right of action allowing individuals to seek statutory damages between $5,000 and $100,000 per violation, along with attorney's fees and injunctive relief. Courts must consider factors like the nature of misconduct, number of violations, and defendant's financial status when determining damages. The bill requires advertisements to prominently display the name of at least one California-licensed attorney or law firm and a bona fide office location.

    Under the new framework, the State Bar must evaluate advertising complaints within 21 days through review by attorneys with expertise in legal marketing regulations. Advertisers have 72 hours to withdraw electronic broadcasts after a State Bar determination of substantial evidence of a violation, while other media must be withdrawn within 30 days. The bill institutes controls on vexatious litigation by requiring individuals who file five or more unfounded complaints within seven years to post a $25,000 security before filing additional complaints.

    The legislation maintains existing prohibitions on guarantees of legal outcomes and impersonation in advertisements while adding restrictions on references to awards or recognition from organizations. Monetary penalties collected through enforcement actions will fund the State Bar's Client Security Fund. The changes preserve advertisers' ability to seek declaratory relief through the courts regarding the legality of specific advertisements.

    Key Dates

    Next Step
    Referred to the Assembly Standing Committee on Judiciary
    Next Step
    Assembly Committee
    Referred to the Assembly Standing Committee on Judiciary
    Hearing scheduled for , State Capitol, Room 437
    Vote on Senate Floor
    Senate Floor
    Vote on Senate Floor
    Senate 3rd Reading SB37 Umberg
    Senate Appropriations Hearing
    Senate Committee
    Senate Appropriations Hearing
    Do pass
    Senate Appropriations Hearing
    Senate Committee
    Senate Appropriations Hearing
    Placed on suspense file
    Senate Judiciary Hearing
    Senate Committee
    Senate Judiciary Hearing
    Do pass, but first be re-referred to the Committee on [Appropriations]
    Introduced
    Senate Floor
    Introduced
    Introduced. To Com. on RLS. for assignment. To print.

    Contacts

    Profile
    Ash KalraD
    Assemblymember
    Committee Member
    Not Contacted
    Not Contacted
    Profile
    Rebecca Bauer-KahanD
    Assemblymember
    Committee Member
    Not Contacted
    Not Contacted
    Profile
    Tom UmbergD
    Senator
    Bill Author
    Not Contacted
    Not Contacted
    Profile
    Isaac BryanD
    Assemblymember
    Committee Member
    Not Contacted
    Not Contacted
    Profile
    Damon ConnollyD
    Assemblymember
    Committee Member
    Not Contacted
    Not Contacted
    0 of 13 row(s) selected.
    Page 1 of 3
    Select All Legislators
    Profile
    Ash KalraD
    Assemblymember
    Committee Member
    Profile
    Rebecca Bauer-KahanD
    Assemblymember
    Committee Member
    Profile
    Tom UmbergD
    Senator
    Bill Author
    Profile
    Isaac BryanD
    Assemblymember
    Committee Member
    Profile
    Damon ConnollyD
    Assemblymember
    Committee Member
    Profile
    Diane DixonR
    Assemblymember
    Committee Member
    Profile
    Bill EssayliR
    Assemblymember
    Committee Member
    Profile
    Blanca PachecoD
    Assemblymember
    Committee Member
    Profile
    Diane PapanD
    Assemblymember
    Committee Member
    Profile
    Kate SanchezR
    Assemblymember
    Committee Member
    Profile
    Rick ZburD
    Assemblymember
    Committee Member
    Profile
    John HarabedianD
    Assemblymember
    Committee Member
    Profile
    Catherine StefaniD
    Assemblymember
    Committee Member

    Get Involved

    Act Now!

    Email the authors or create an email template to send to all relevant legislators.

    Introduced By

    Tom Umberg
    Tom UmbergD
    California State Senator
    40% progression
    Bill has passed all readings in its first house and is ready to move to the other house (6/5/2025)

    Latest Voting History

    View History
    June 5, 2025
    PASS
    Senate Floor
    Vote on Senate Floor
    AyesNoesNVRTotalResult
    360440PASS

    Key Takeaways

    • Expands regulations on attorney advertising to prohibit misleading claims about skills and experience.
    • Authorizes civil lawsuits with penalties up to $100,000 for deceptive legal advertisements.
    • Requires attorney ads to clearly display the lawyer's name and office location.
    • Mandates withdrawal of violating advertisements within 72 hours of State Bar notification.

    Get Involved

    Act Now!

    Email the authors or create an email template to send to all relevant legislators.

    Introduced By

    Tom Umberg
    Tom UmbergD
    California State Senator

    Summary

    Senator Umberg's attorney advertising legislation expands civil enforcement options and tightens regulations on legal service marketing in California. The bill redefines attorney advertisements to include all written, recorded, or electronic communications encouraging individuals to secure legal services, while establishing new prohibitions on misleading claims about lawyers' skills and experience.

    The legislation creates a private right of action allowing individuals to seek statutory damages between $5,000 and $100,000 per violation, along with attorney's fees and injunctive relief. Courts must consider factors like the nature of misconduct, number of violations, and defendant's financial status when determining damages. The bill requires advertisements to prominently display the name of at least one California-licensed attorney or law firm and a bona fide office location.

    Under the new framework, the State Bar must evaluate advertising complaints within 21 days through review by attorneys with expertise in legal marketing regulations. Advertisers have 72 hours to withdraw electronic broadcasts after a State Bar determination of substantial evidence of a violation, while other media must be withdrawn within 30 days. The bill institutes controls on vexatious litigation by requiring individuals who file five or more unfounded complaints within seven years to post a $25,000 security before filing additional complaints.

    The legislation maintains existing prohibitions on guarantees of legal outcomes and impersonation in advertisements while adding restrictions on references to awards or recognition from organizations. Monetary penalties collected through enforcement actions will fund the State Bar's Client Security Fund. The changes preserve advertisers' ability to seek declaratory relief through the courts regarding the legality of specific advertisements.

    40% progression
    Bill has passed all readings in its first house and is ready to move to the other house (6/5/2025)

    Key Dates

    Next Step
    Referred to the Assembly Standing Committee on Judiciary
    Next Step
    Assembly Committee
    Referred to the Assembly Standing Committee on Judiciary
    Hearing scheduled for , State Capitol, Room 437
    Vote on Senate Floor
    Senate Floor
    Vote on Senate Floor
    Senate 3rd Reading SB37 Umberg
    Senate Appropriations Hearing
    Senate Committee
    Senate Appropriations Hearing
    Do pass
    Senate Appropriations Hearing
    Senate Committee
    Senate Appropriations Hearing
    Placed on suspense file
    Senate Judiciary Hearing
    Senate Committee
    Senate Judiciary Hearing
    Do pass, but first be re-referred to the Committee on [Appropriations]
    Introduced
    Senate Floor
    Introduced
    Introduced. To Com. on RLS. for assignment. To print.

    Latest Voting History

    View History
    June 5, 2025
    PASS
    Senate Floor
    Vote on Senate Floor
    AyesNoesNVRTotalResult
    360440PASS

    Contacts

    Profile
    Ash KalraD
    Assemblymember
    Committee Member
    Not Contacted
    Not Contacted
    Profile
    Rebecca Bauer-KahanD
    Assemblymember
    Committee Member
    Not Contacted
    Not Contacted
    Profile
    Tom UmbergD
    Senator
    Bill Author
    Not Contacted
    Not Contacted
    Profile
    Isaac BryanD
    Assemblymember
    Committee Member
    Not Contacted
    Not Contacted
    Profile
    Damon ConnollyD
    Assemblymember
    Committee Member
    Not Contacted
    Not Contacted
    0 of 13 row(s) selected.
    Page 1 of 3
    Select All Legislators
    Profile
    Ash KalraD
    Assemblymember
    Committee Member
    Profile
    Rebecca Bauer-KahanD
    Assemblymember
    Committee Member
    Profile
    Tom UmbergD
    Senator
    Bill Author
    Profile
    Isaac BryanD
    Assemblymember
    Committee Member
    Profile
    Damon ConnollyD
    Assemblymember
    Committee Member
    Profile
    Diane DixonR
    Assemblymember
    Committee Member
    Profile
    Bill EssayliR
    Assemblymember
    Committee Member
    Profile
    Blanca PachecoD
    Assemblymember
    Committee Member
    Profile
    Diane PapanD
    Assemblymember
    Committee Member
    Profile
    Kate SanchezR
    Assemblymember
    Committee Member
    Profile
    Rick ZburD
    Assemblymember
    Committee Member
    Profile
    John HarabedianD
    Assemblymember
    Committee Member
    Profile
    Catherine StefaniD
    Assemblymember
    Committee Member