VerifiedLast verified against primary sources: 2026-07-08· Regulator: Appellate Division of the New York State Supreme Court (all four Departments)
New York Rules of Professional Conduct, 22 NYCRR Part 1200, Rules 7.1 and 7.3 (as amended effective June 1, 2026). By Joint Order of the four Appellate Division Departments dated May 27, 2026, effective June 1, 2026, New York deleted its former advertising framework in its entirety. Former Rule 7.1 — including the mandatory “Attorney Advertising” label, the mandatory “Prior results do not guarantee a similar outcome” disclaimer, and the ad-retention requirements — was repealed and replaced with an ABA Model Rule-style Rule 7.1. Former Rule 7.3 — including its solicitation filing requirements and the 30-day personal injury solicitation moratorium — was likewise replaced. Most compliance guides published before June 2026 describe rules that no longer exist.
Not legal advice. Educational reference only — confirm with the state regulator or your ethics counsel before running any ad.
§ 1
The new core standard: no false or misleading communications
“A lawyer shall not make a false or misleading communication about the lawyer or the lawyer’s services.”
The amended rule adds that a communication is false or misleading “if it contains a material misrepresentation of fact or law, or omits a fact necessary to make the statement considered as a whole not materially misleading.” Misleading-by-omission is now the explicit standard, and Rule 7.1(b) confirms lawyers may communicate through any media.
Rule 7.1(a), as amended eff. June 1, 2026
On Meta: Every claim in the creative and primary text must hold up as a whole. An accurate settlement figure can still be misleading if the ad omits context a reasonable viewer needs.
§ 2
The “Attorney Advertising” label and “Prior results” disclaimer are no longer required
The former requirements to label advertisements “Attorney Advertising” and to accompany results-related claims with the verbatim disclaimer “Prior results do not guarantee a similar outcome” were deleted with old Rule 7.1. The former three-year/one-year ad retention and 90-day website preservation requirements were deleted as well. Note that many firms sensibly continue using a prior-results disclaimer as protection against a misleading-by-omission finding under new Rule 7.1(a) — it is now a best practice rather than a mandate.
Former Rule 7.1(e)(3) and 7.1(f), repealed eff. June 1, 2026
On Meta: Existing New York creative doesn't become non-compliant by keeping these lines. But new creative is no longer forced to spend character count on them — a real gain in Meta primary text.
§ 3
New required content: a responsible lawyer or firm with contact information
“Any communication made under this Rule must include the name and contact information of at least one lawyer or law firm responsible for its content.”
This is the amended rule's one affirmative content requirement, and it applies to any communication about a lawyer's services, in any medium.
Rule 7.1(d), as amended eff. June 1, 2026
On Meta: Put the firm name plus a phone number, address, or website in the ad unit itself — the creative or the visible primary text, not just the destination page.
§ 4
Specialist and certification claims remain restricted
A lawyer may not state or imply certification as a specialist unless certified by an organization approved by an appropriate state authority or accredited by the American Bar Association, and the certifying organization must be clearly identified in the communication. Former Rule 7.4 was repealed and reserved; this restriction now lives in Rule 7.1(c).
Rule 7.1(c), as amended eff. June 1, 2026
§ 5
Solicitation: live person-to-person contact
New Rule 7.3 follows the ABA model: no soliciting professional employment by live person-to-person contact for pecuniary gain, unless the contact is a lawyer, has a family/close personal/prior business or professional relationship, or routinely uses that type of legal service for business. Solicitation is also prohibited where the target has said no or the approach involves coercion, duress, or harassment. The former rule-level solicitation filing requirements and the 30-day post-incident personal injury moratorium were deleted — but separate statutes (including the federal 45-day rule for aviation disasters) can still impose waiting periods, so check the matter type before launch.
Rule 7.3, as amended eff. June 1, 2026
On Meta: Broad Meta campaigns are advertising, not solicitation — they aren't directed at a specific person known to need services. Custom audiences built from incident-victim lists are where solicitation analysis gets real; route those through ethics counsel.
Exhibit — compliant New York Meta ad (post-June 2026 rules)
Under the rules effective June 1, 2026, the “Attorney Advertising” label and verbatim prior-results disclaimer are no longer mandated. The one affirmative requirement is a responsible lawyer or firm with contact information in the communication itself (Rule 7.1(d)).
Frequently asked
Does New York still require the “Attorney Advertising” label?
No. The Joint Appellate Division Order dated May 27, 2026 (effective June 1, 2026) repealed former Rule 7.1, including the 7.1(f) labeling requirement. Nothing prohibits keeping the label, but it is no longer mandated.
Is “Prior results do not guarantee a similar outcome” still mandatory in New York?
No. The former Rule 7.1(e)(3) verbatim disclaimer requirement was repealed effective June 1, 2026. Many firms retain a prior-results disclaimer voluntarily because it helps ensure results claims are not misleading under new Rule 7.1(a).
What does a New York lawyer ad have to contain now?
Under amended Rule 7.1(d), any communication about a lawyer's services must include the name and contact information of at least one lawyer or law firm responsible for its content — and the ad as a whole must not be false or misleading.