J&Y Law’s Leadership Team Invited to Speak on SB 37 at the Beverly Hills Bar Association

Key Takeaways 

• California SB 37, which took effect on January 1, 2026, expanded oversight of legal advertising and marketing practices. 

• The law clarifies that attorneys are responsible for all marketing done on their behalf, including vendor-created content and AI-generated materials. 

• The Beverly Hills Bar Association invited J&Y Law to present a CLE webinar on SB 37 after attorneys Yosi Yahoudai and Monica Washington Rothbaum published an article in the Daily Journal discussing the law’s implications. 

• SB 37 does not prohibit technology like AI in legal marketing, but it requires clear supervision, transparency, and truthful advertising. 

• For clients, the law reinforces why choosing a law firm that values authentic communication and ethical marketing matters. 

Legal marketing has changed dramatically over the past decade. 

Search engines, AI-generated content, lead generation platforms, and automated intake systems now play a major role in how law firms connect with potential clients. As technology has accelerated, however, questions about truthfulness, accountability, and attorney supervision have become more urgent. 

California lawmakers addressed that shift with Senate Bill 37 (SB 37), a law designed to clarify that attorneys remain responsible for every piece of advertising or marketing created on behalf of their firm. 

After publishing commentary in the Daily Journal about SB 37 and its implications for modern legal marketing, J&Y Law’s Co-Founder and Managing Partner Yosi Yahoudai, Esq. and COO and Senior Attorney Monica Washington Rothbaum, Esq. were invited by the Beverly Hills Bar Association to present a continuing legal education (CLE) webinar on the topic. The webinar also featured Jonathan Sanchez, Marketing Director at J&Y Law, who shared practical insights on how law firms can build transparent, accountable marketing systems while still embracing new technology.

The discussion focused on one central question facing the legal industry today: how can attorneys innovate responsibly while maintaining the ethical standards that protect clients and the public? 

Understanding that balance is at the heart of SB 37, and why the law is changing legal marketing in California. 

What Is SB 37?

SB 37 is a California law that strengthens oversight of attorney advertising and marketing practices. 

The law clarifies that lawyers are responsible for marketing created on their behalf, even if it’s produced by outside vendors, marketing agencies, or automated systems. 

As explained during the BHBA presentation, SB 37 is not about banning technology or AI. It is about supervision and accountability.  

If a website, chatbot, advertisement, or landing page markets a law firm’s services, the attorney remains responsible for ensuring that the content is accurate and not misleading. 

When Did SB 37 Take Effect?

SB 37 was signed into law October 11, 2025 and took effect on January 1, 2026. The law expands how California regulates legal advertising and marketing relationships. 

The law was introduced in response to rapid changes in legal marketing, including: 

• AI-generated content and synthetic media 

• Aggressive online lead generation platforms 

• Co-branded marketing funnels that obscure which law firm represents a client 

• Marketing claims that exaggerate results or guarantee outcomes 

The goal of SB 37 is not to stop innovation. Instead, it ensures that attorneys remain accountable for what is said in their name. 

What is the Beverly Hills Bar Association?

The Beverly Hills Bar Association (BHBA) is one of the leading voluntary bar associations in the United States, representing thousands of attorneys across Southern California and beyond. Founded in 1931, the organization provides continuing legal education (CLE), professional development, and policy discussions that help attorneys stay current on changes in the law and evolving issues in legal practice.  

The BHBA regularly hosts educational programs and panels featuring judges, legal scholars, and practicing attorneys to examine emerging topics such as SB 37. 

What Types of Legal Advertising Does SB 37 Regulate?

SB 37 applies broadly to modern legal marketing channels. 

Examples include: 

• Law firm websites 

• Online advertising campaigns 

• Lead generation platforms 

• AI chatbots answering legal questions 

• Vendor-created landing pages 

• Intake scripts and automated messaging systems 

The central principle is simple: if it markets your firm, you are responsible for it.  

What Advertising Practices Are Now Prohibited?

SB 37 reinforced long-standing rules against misleading advertising and clarified how they apply to modern marketing technology. 

Examples of prohibited claims include: 

• Guarantees of success 

• Promises of “quick cash” settlements 

• Inflated or misleading case results 

• Undisclosed dramatizations or impersonations 

These restrictions exist to protect consumers from deceptive marketing practices and ensure that legal advertising remains truthful. 

What Disclosures Are Required Under SB 37?

The law also requires clearer disclosures so potential clients understand who is responsible for an advertisement. 

Required disclosures may include: 

• The name of the responsible California attorney or law firm 

• A bona fide office location or State Bar address 

• Identification of joint advertising relationships 

• Disclosure of spokesperson roles in advertisements 

These rules help ensure transparency about who is providing legal services. 

Why Does Ethical Marketing Matter to Clients?

For clients, the details of advertising regulations may seem technical. But the underlying issue is simple: trust. 

When someone is injured in an accident or facing a legal challenge, they deserve honest information about who they are hiring and what a law firm can realistically do. 

Ethical marketing reflects the same principles that guide legal representation: 

• Clear communication 

• Accurate information 

• Realistic expectations 

• Accountability 

SB 37 reinforces the idea that how a firm markets itself should reflect how it practices law. 

What Clients Should Look for in a Law Firm

A trustworthy law firm prioritizes transparency both inside and outside the courtroom. 

That includes: 

• Honest advertising about case outcomes 

• Clear identification of the attorneys responsible for your case 

• Authentic client communication rather than automated promises 

• Ethical supervision of marketing partners 

The legal system depends on credibility. Marketing should reinforce that. 

Why SB 37 Matters Going Forward

Technology will continue to influence legal marketing. 

AI tools, automated intake systems, and digital advertising platforms are likely to become even more common. But innovation must always be balanced with responsibility. 

As discussed during the BHBA webinar, the safest approach for law firms is simple: 

Build systems that emphasize supervision, documentation, and honesty. 

For clients, you want to know that the law firm representing you values integrity from the first advertisement to the final resolution of their case. If you have questions about your situation, contact our team today to discuss your case.