{"id":7406,"date":"2026-09-21T00:35:08","date_gmt":"2026-09-21T07:35:08","guid":{"rendered":"https:\/\/www.millionpodcasts.com\/blog\/?p=7406"},"modified":"2026-09-21T00:54:18","modified_gmt":"2026-09-21T07:54:18","slug":"podcast-advertising-for-law-firms","status":"publish","type":"post","link":"https:\/\/www.millionpodcasts.com\/blog\/podcast-advertising-for-law-firms\/","title":{"rendered":"Law Advertising With Podcasts: Compliance Guide for 2026"},"content":{"rendered":"\n<script type=\"application\/ld+json\">\n{\n  \"@context\": \"https:\/\/schema.org\",\n  \"@graph\": [\n    {\n      \"@type\": \"Article\",\n      \"@id\": \"https:\/\/www.millionpodcasts.com\/blog\/podcast-advertising-for-law-firms\/\",\n      \"headline\": \"Podcast Advertising for Law Firms: Compliance Guide for 2026\",\n      \"description\": \"Podcast advertising for law firms answers to your state bar and the FTC. Get the disclaimers, filing deadlines, and a compliant host read to copy.\",\n      \"datePublished\": \"2026-09-21\",\n      \"dateModified\": \"2026-09-21\",\n      \"author\": {\n        \"@type\": \"Person\",\n        \"name\": \"Kris Cardoza\",\n        \"url\": \"https:\/\/www.millionpodcasts.com\/blog\/author\/kriscardozapvt\/\"\n      },\n      \"publisher\": {\n        \"@type\": \"Organization\",\n        \"name\": \"MillionPodcasts\",\n        \"logo\": {\n          \"@type\": \"ImageObject\",\n          \"url\": \"https:\/\/cdn.millionpodcasts.com\/assets\/product-logo\/millionpodcasts-full.svg\"\n        }\n      },\n      \"image\": \"https:\/\/cdn.millionpodcasts.com\/assets\/product-logo\/millionpodcasts-full.svg\",\n      \"mainEntityOfPage\": {\n        \"@type\": \"WebPage\",\n        \"@id\": \"https:\/\/www.millionpodcasts.com\/blog\/podcast-advertising-for-law-firms\/\"\n      }\n    },\n    {\n      \"@type\": \"FAQPage\",\n      \"mainEntity\": [\n        {\n          \"@type\": \"Question\",\n          \"name\": \"Does a lawyer need bar approval before running a podcast ad?\",\n          \"acceptedAnswer\": {\n            \"@type\": \"Answer\",\n            \"text\": \"Only in a few states. Florida requires most ads to be filed at least 20 days before first use. Texas requires filing within 10 days of first use, with optional pre-approval at least 30 days ahead. Most states do not require filing at all, though the content rules apply everywhere.\"\n          }\n        },\n        {\n          \"@type\": \"Question\",\n          \"name\": \"Can a host mention a specific settlement or verdict on air?\",\n          \"acceptedAnswer\": {\n            \"@type\": \"Answer\",\n            \"text\": \"Only with whatever disclaimer language the state requires, and only if the figure is accurate on the day the episode airs. It also cannot be presented as something a typical case would produce.\"\n          }\n        },\n        {\n          \"@type\": \"Question\",\n          \"name\": \"Is a podcast ad considered solicitation instead of law advertising?\",\n          \"acceptedAnswer\": {\n            \"@type\": \"Answer\",\n            \"text\": \"No, as long as it runs to a general audience rather than targeting a specific person known to need legal help. Rule 7.3's solicitation restrictions cover direct, targeted contact, not broad sponsorships.\"\n          }\n        },\n        {\n          \"@type\": \"Question\",\n          \"name\": \"How much does podcast advertising cost for a law firm?\",\n          \"acceptedAnswer\": {\n            \"@type\": \"Answer\",\n            \"text\": \"Most shows price by CPM, the cost per 1,000 downloads. At a $25 CPM, one host read on a show with 25,000 downloads costs about $625. Our <a href=\\\"https:\/\/www.millionpodcasts.com\/blog\/podcast-advertising-cost-cpm-rates-by-genre-size\/\\\" rel=\\\"noopener\\\" target=\\\"_blank\\\">podcast advertising cost guide<\/a> breaks rates down by genre and show size.\"\n          }\n        },\n        {\n          \"@type\": \"Question\",\n          \"name\": \"How is a lead broker different from a lawyer referral service?\",\n          \"acceptedAnswer\": {\n            \"@type\": \"Answer\",\n            \"text\": \"A qualified lawyer referral service is approved by a regulator, so Rule 7.2 lets you pay its usual fees. A lead broker can be paid per lead only if it neither recommends you nor shares your fee. It also cannot imply that it analyzed the caller's case.\"\n          }\n        },\n        {\n          \"@type\": \"Question\",\n          \"name\": \"Is a general true-crime show a better buy than a niche legal podcast?\",\n          \"acceptedAnswer\": {\n            \"@type\": \"Answer\",\n            \"text\": \"It depends on the goal. A general show reaches more listeners, but fewer of them need a lawyer at that moment. A legal podcast built for one practice area reaches fewer people, and more of them already care about the topic. Compare <a href=\\\"https:\/\/www.millionpodcasts.com\/true-crime-podcasts\/\\\" rel=\\\"noopener\\\" target=\\\"_blank\\\">US true crime podcasts<\/a> with <a href=\\\"https:\/\/www.millionpodcasts.com\/law-podcasts\/\\\" rel=\\\"noopener\\\" target=\\\"_blank\\\">US law podcasts<\/a> before you choose.\"\n          }\n        }\n      ]\n    },\n    {\n      \"@type\": \"HowTo\",\n      \"name\": \"How to build a compliance file for a law firm podcast ad\",\n      \"step\": [\n        {\n          \"@type\": \"HowToStep\",\n          \"position\": 1,\n          \"name\": \"Lock the verbatim lines\",\n          \"text\": \"Mark the sponsor line, lawyer ID, costs line, and disclaimers as read verbatim in the host brief.\"\n        },\n        {\n          \"@type\": \"HowToStep\",\n          \"position\": 2,\n          \"name\": \"Attach proof to each claim\",\n          \"text\": \"File the document behind every number and comparison before anything is recorded.\"\n        },\n        {\n          \"@type\": \"HowToStep\",\n          \"position\": 3,\n          \"name\": \"File or pre-clear on time\",\n          \"text\": \"Florida needs filing 20 days ahead, and Texas pre-approval needs submission 30 days ahead.\"\n        },\n        {\n          \"@type\": \"HowToStep\",\n          \"position\": 4,\n          \"name\": \"Log where and when it ran\",\n          \"text\": \"Record the show, episode, and release date for every placement.\"\n        },\n        {\n          \"@type\": \"HowToStep\",\n          \"position\": 5,\n          \"name\": \"Archive the final audio\",\n          \"text\": \"Keep the episode file and script for the longest retention period that applies to you.\"\n        }\n      ]\n    }\n  ]\n}\n<\/script>\n<link rel=\"preconnect\" href=\"https:\/\/fonts.googleapis.com\">\n<link rel=\"preconnect\" href=\"https:\/\/fonts.gstatic.com\" crossorigin>\n<link 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!important;text-decoration:underline !important;}\n<\/style>\n<div class=\"mp-blog-post\">\n  <aside class=\"mp-sidebar\" id=\"mpSidebar\">\n    <nav class=\"mp-toc\" aria-label=\"What This Guide Covers\">\n      <strong class=\"mp-toc-label\">What This Guide Covers:<\/strong>\n      <ol class=\"mp-toc-list\">\n        <li><a href=\"#can-law-firms-advertise-on-podcasts\">Can a law firm legally advertise on a podcast?<\/a><\/li>\n        <li><a href=\"#state-bar-rules-podcast-ads\">Which script lines break your state bar's rules<\/a><\/li>\n        <li><a href=\"#ftc-podcast-disclosure-rules\">When the host has to say the ad is paid<\/a><\/li>\n        <li><a href=\"#testimonials-and-results-on-air\">Which disclaimer your state requires for testimonials<\/a><\/li>\n        <li><a href=\"#filing-and-record-keeping\">Whether you must file the ad, and how long to keep it<\/a><\/li>\n        <li><a href=\"#lead-brokers-and-tcpa\">Who is liable when a lead broker places the ad<\/a><\/li>\n        <li><a href=\"#choosing-podcasts-for-law-firm-ads\">How to find shows in the states where you are licensed<\/a><\/li>\n        <li><a href=\"#podcast-advertising-for-law-firms-faq\">Quick answers to common podcast ad questions<\/a><\/li>\n      <\/ol>\n    <\/nav>\n  <\/aside>\n  <article class=\"mp-article\">\n    <p class=\"mp-p\">A law firm buying a podcast sponsorship answers to two regulators at once. The first is the state bar that licenses the firm. The second is the Federal Trade Commission, which polices paid endorsements in every industry, including a host reading sponsor copy.<\/p>\n    <p class=\"mp-p\">That makes podcast advertising for law firms a script problem as much as a media buy. You need clear controls from the moment an ad is drafted. What follows is general information drawn from public ABA, FTC, and state bar sources, not legal advice.<\/p>\n    <p class=\"mp-p\">Can a law firm advertise on podcasts? Yes, as long as the script is truthful, names a responsible lawyer, and follows your state's disclaimer and filing rules. For the structure of the read itself, see our guide to writing a <a href=\"https:\/\/www.millionpodcasts.com\/blog\/how-to-write-a-podcast-ad-script-that-converts-listeners\/\" rel=\"noopener\" target=\"_blank\">podcast ad script<\/a>.<\/p>\n    <div class=\"mp-answer-box\">\n      <span class=\"mp-answer-label\">Quick answer<\/span>\n      <p class=\"mp-answer-text\">Can a law firm advertise on a podcast? <strong>Yes.<\/strong> ABA Model Rule 7.2 lets lawyers pay for ads in any medium. Your state sets the disclaimer wording and any filing deadline, which in Florida is at least <strong>20 days<\/strong> before the episode airs.<\/p>\n      <div class=\"mp-timeline\">\n        <div class=\"mp-tl-step\"><span class=\"mp-tl-day\">30 days before<\/span><span class=\"mp-tl-label\">Texas pre-approval<\/span><span class=\"mp-tl-sub\">Optional, binds in your favor<\/span><\/div>\n        <div class=\"mp-tl-step\"><span class=\"mp-tl-day\">20 days before<\/span><span class=\"mp-tl-label\">Florida filing<\/span><span class=\"mp-tl-sub\">$250 fee when on time<\/span><\/div>\n        <div class=\"mp-tl-step\"><span class=\"mp-tl-day\">Air date<\/span><span class=\"mp-tl-label\">Spoken disclosure<\/span><span class=\"mp-tl-sub\">Sponsor line read on air<\/span><\/div>\n        <div class=\"mp-tl-step\"><span class=\"mp-tl-day\">10 days after<\/span><span class=\"mp-tl-label\">Texas filing<\/span><span class=\"mp-tl-sub\">Required for most ads<\/span><\/div>\n        <div class=\"mp-tl-step\"><span class=\"mp-tl-day\">3 years<\/span><span class=\"mp-tl-label\">Keep a copy<\/span><span class=\"mp-tl-sub\">New York retention floor<\/span><\/div>\n      <\/div>\n    <\/div>\n    <div class=\"mp-cta-bar\">\n      <span>A compliant script still needs shows based where you are licensed.<\/span>\n      <a href=\"https:\/\/www.millionpodcasts.com\/register?_src=mp_blog\" rel=\"noopener\" target=\"_blank\">Build a law podcast shortlist &#8594;<\/a>\n    <\/div>\n    <nav class=\"mp-toc mp-toc-inline\" aria-label=\"What This Guide Covers\">\n      <strong class=\"mp-toc-label\">What This Guide Covers:<\/strong>\n      <ol class=\"mp-toc-list\">\n        <li><a href=\"#can-law-firms-advertise-on-podcasts\">Can a law firm legally advertise on a podcast?<\/a><\/li>\n        <li><a href=\"#state-bar-rules-podcast-ads\">Which script lines break your state bar's rules<\/a><\/li>\n        <li><a href=\"#ftc-podcast-disclosure-rules\">When the host has to say the ad is paid<\/a><\/li>\n        <li><a href=\"#testimonials-and-results-on-air\">Which disclaimer your state requires for testimonials<\/a><\/li>\n        <li><a href=\"#filing-and-record-keeping\">Whether you must file the ad, and how long to keep it<\/a><\/li>\n        <li><a href=\"#lead-brokers-and-tcpa\">Who is liable when a lead broker places the ad<\/a><\/li>\n        <li><a href=\"#choosing-podcasts-for-law-firm-ads\">How to find shows in the states where you are licensed<\/a><\/li>\n        <li><a href=\"#podcast-advertising-for-law-firms-faq\">Quick answers to common podcast ad questions<\/a><\/li>\n      <\/ol>\n    <\/nav>\n    <section>\n      <h2 class=\"mp-h2\" id=\"can-law-firms-advertise-on-podcasts\">1. Can a law firm advertise on a podcast?<\/h2>\n      <p class=\"mp-p\">Yes. Buying a podcast spot is law advertising under the ABA's Model Rules, just like a billboard or TV commercial. That holds whether the show is a general news feed or a law podcast for one practice area.<\/p>\n      <p class=\"mp-p\">Rule 7.2 lets a lawyer pay for advertising in any medium. Its narrow exceptions cover paying someone to recommend you, which is where <a href=\"#lead-brokers-and-tcpa\">lead brokers<\/a> come in. The rule also requires every ad to name at least one responsible lawyer or firm.<\/p>\n      <p class=\"mp-p\">Law advertising has been protected as commercial speech since 1977. That year, in Bates v. State Bar of Arizona, the Supreme Court struck down Arizona's ban on truthful ads for routine legal services. A state bar can regulate misleading claims, but it can't ban law firm advertising outright.<\/p>\n      <h4 class=\"mp-h4\">National feed, state license<\/h4>\n      <p class=\"mp-p\">A podcast feed ignores state lines, but your license does not. Under Model Rule 8.5, a state can discipline a lawyer who offers legal services there, even without admission. Naming the states you serve in the read keeps the offer inside your license.<\/p>\n      <div class=\"mp-callout\">\n        <span class=\"mp-callout-label\">Pro tip<\/span>\n        <p class=\"mp-p\">Write the responsible lawyer's name and a working phone number into the verbatim part of the host brief. Hosts improvise talking points, and an ad lib drops the ID line first.<\/p>\n      <\/div>\n    <\/section>\n    <section>\n      <h2 class=\"mp-h2\" id=\"state-bar-rules-podcast-ads\">2. What every compliant law firm ad script includes<\/h2>\n      <p class=\"mp-p\">Attorney advertising rules in every state build on Model Rule 7.1, which bars false or misleading statements about you or your services. A true statement can still break it when it leaves out a fact needed to keep it honest.<\/p>\n      <p class=\"mp-p\">The consequence lands on the lawyer named in the ad, not on the host who read it. So a compliant law advertising script does five things:<\/p>\n      <ul class=\"mp-ul\">\n        <li><strong>Names who is responsible.<\/strong> It identifies the lawyer or firm responsible for the ad, with contact details.<\/li>\n        <li><strong>Promises nothing.<\/strong> It does not create an unjustified expectation about results.<\/li>\n        <li><strong>Compares only with proof.<\/strong> It does not compare the firm to other lawyers without evidence to back it up.<\/li>\n        <li><strong>Skips risky superlatives.<\/strong> It avoids phrases like \"the best,\" \"guaranteed,\" or \"we always win.\"<\/li>\n        <li><strong>Explains costs beside fees.<\/strong> If it says \"no fee unless we win,\" it also says whether the client still owes case costs.<\/li>\n      <\/ul>\n      <p class=\"mp-p\">The costs line is the one podcast reads miss most often. In Zauderer (1985), the Supreme Court held that a state can require contingency ads to disclose a client's liability for costs. Florida, for example, requires that disclosure whenever the client would owe costs either way.<\/p>\n      <div class=\"mp-callout\">\n        <span class=\"mp-callout-label\">Pro tip<\/span>\n        <p class=\"mp-p\">Keep a one-page claim sheet beside the script. Each factual line gets the document that proves it, so a bar inquiry takes minutes instead of weeks.<\/p>\n      <\/div>\n    <\/section>\n    <section>\n      <h2 class=\"mp-h2\" id=\"ftc-podcast-disclosure-rules\">3. When the FTC makes a host disclose the sponsor<\/h2>\n      <p class=\"mp-p\">A second set of rules comes from the FTC, on top of whatever your state bar already requires. Its Endorsement Guides, updated in June 2023, can treat a podcast host as an endorser, not a neutral narrator.<\/p>\n      <p class=\"mp-p\">The FTC's own podcast example draws the line. A host reading an obvious commercial needs no extra disclosure, since listeners expect paid sponsors. When the copy sounds like the host's personal view, however, the host must actually hold that view.<\/p>\n      <p class=\"mp-p\">Host reads for law firm podcast ads nearly always sound personal, which is why they work. That means a law advertising script has to:<\/p>\n      <ul class=\"mp-ul\">\n        <li><strong>Disclose out loud.<\/strong> Say the sponsorship in the audio, not just in the show notes or a link.<\/li>\n        <li><strong>Keep opinions real.<\/strong> Script only views the host actually holds about the firm.<\/li>\n        <li><strong>No borrowed results.<\/strong> Avoid having a host describe a personal result with the firm unless the host was a client.<\/li>\n        <li><strong>Flag atypical outcomes.<\/strong> Say plainly if a host's experience isn't a typical outcome, and what people generally achieve.<\/li>\n      <\/ul>\n      <p class=\"mp-p\">The FTC also expects proof of a claim before an ad airs, not after a complaint. Your state bar can ask for that support later too. So keep the backup for every claim on file, right next to the script.<\/p>\n      <h4 class=\"mp-h4\">Host read or produced read<\/h4>\n      <p class=\"mp-p\">If you need every word controlled, buy a produced read instead. A voice actor reads your exact copy, so no host opinion is involved. Bar rules still cover every word, and you give up some of the trust a host read carries.<\/p>\n      <p class=\"mp-p\">Here is a full host read with every required line in place, including the costs line from the <a href=\"#state-bar-rules-podcast-ads\">script checklist<\/a>:<\/p>\n      <div class=\"mp-template-card\">\n        <span class=\"mp-template-label\">Compliant 30 second host read<\/span>\n        <p>Today's episode is brought to you by [Firm Name], serving injury clients across [State].<\/p>\n        <p>If a crash has left you with medical bills, [Firm Name] offers a free consultation. You pay no attorney fee unless they recover for you, though you may still owe case costs.<\/p>\n        <p>[Lawyer Name] is responsible for this ad. Call [Phone] or visit [URL]. That's [URL].<\/p>\n      <\/div>\n      <div class=\"mp-callout\">\n        <span class=\"mp-callout-label\">Pro tip<\/span>\n        <p class=\"mp-p\">Put the sponsor line in the first ten seconds of the read, before any story. A disclosure after a glowing anecdote arrives too late to matter.<\/p>\n      <\/div>\n    <\/section>\n    <section>\n      <h2 class=\"mp-h2\" id=\"testimonials-and-results-on-air\">4. Testimonials need your state's exact disclaimer<\/h2>\n      <p class=\"mp-p\">A client's praise, read aloud by a podcast host, falls where the state bar's testimonial rules and the FTC's endorsement rules overlap. Many states allow testimonials with restrictions. Some also dictate lawyer advertising disclaimers word for word:<\/p>\n      <div class=\"mp-table-wrapper\">\n        <table class=\"mp-table\">\n          <thead>\n            <tr><th>State<\/th><th>What the rule requires<\/th><\/tr>\n          <\/thead>\n          <tbody>\n            <tr><td><strong>New York<\/strong><\/td><td>The line \"Prior results do not guarantee a similar outcome\" must run with any testimonial that references a specific result. A paid endorsement must also disclose that the endorser is compensated.<\/td><\/tr>\n            <tr><td><strong>South Carolina<\/strong><\/td><td>The ad must state that a result for one client doesn't mean the same result for another. It must also label a testimonial as one, disclose any payment, and flag non-clients.<\/td><\/tr>\n            <tr><td><strong>Alabama<\/strong><\/td><td>Every broadcast ad must include, audibly, the exact rule wording: \"No representation is made that the quality of the legal services to be performed is greater than the quality of legal services performed by other lawyers.\" For results, firms commonly add \"These recoveries and testimonials are not an indication of future results.\"<\/td><\/tr>\n            <tr><td><strong>Most other states<\/strong><\/td><td>No fixed wording is required, but the ban on creating an unjustified expectation still applies.<\/td><\/tr>\n          <\/tbody>\n        <\/table>\n      <\/div>\n      <p class=\"mp-p\">Before a testimonial-based script goes into production, confirm:<\/p>\n      <ul class=\"mp-ul\">\n        <li><strong>The exact disclaimer wording.<\/strong> Use the state's required words, if the state requires any.<\/li>\n        <li><strong>Written client consent.<\/strong> Get the client's written consent to use their story, especially if the case is still open.<\/li>\n        <li><strong>Disclaimer placement.<\/strong> Some states require it alongside the testimonial itself rather than once at the end of the show.<\/li>\n        <li><strong>Actor disclosure.<\/strong> If a voice actor plays a client, New York requires the ad to say so.<\/li>\n      <\/ul>\n      <p class=\"mp-p\">Audio adds a wrinkle print never had. Listeners cannot reread a disclaimer, so the host has to speak it at a normal pace. A standout result also still needs the typical outcome line from the <a href=\"#ftc-podcast-disclosure-rules\">FTC rules<\/a>.<\/p>\n      <div class=\"mp-callout\">\n        <span class=\"mp-callout-label\">Pro tip<\/span>\n        <p class=\"mp-p\">Record the disclaimer once as a produced clip and insert it after the host's result line. The host tells the story freely, and the legal wording never changes.<\/p>\n      <\/div>\n    <\/section>\n    <section>\n      <h2 class=\"mp-h2\" id=\"filing-and-record-keeping\">5. Do you have to file a podcast ad with the bar?<\/h2>\n      <p class=\"mp-p\">In most states, no. Florida and Texas say yes, and whether a podcast spot counts as a covered ad depends on the bar's reading. Both filing systems were designed around print and broadcast media, so ask the bar directly instead of guessing.<\/p>\n      <div class=\"mp-table-wrapper\">\n        <table class=\"mp-table\">\n          <thead>\n            <tr><th>State<\/th><th>Filing<\/th><th>When<\/th><th>Cost or record duty<\/th><\/tr>\n          <\/thead>\n          <tbody>\n            <tr><td><strong>Florida<\/strong><\/td><td>Required for most ads; Rule 4-7.20 exempts some<\/td><td>At least 20 days before first use<\/td><td>$250 per timely filing and $750 per late one, from July 1, 2026<\/td><\/tr>\n            <tr><td><strong>Texas<\/strong><\/td><td>Required for most ads under Rule 7.04<\/td><td>Within 10 days after first use; optional pre-approval at least 30 days before<\/td><td>$100 application fee; an unfiled ad risks a $250 fine plus a $100 review fee<\/td><\/tr>\n            <tr><td><strong>New York<\/strong><\/td><td>Not required for general ads<\/td><td>No filing deadline<\/td><td>Keep a copy for 3 years, or 1 year for computer-accessed communications<\/td><\/tr>\n            <tr><td><strong>Most other states<\/strong><\/td><td>Usually not required<\/td><td>Check your bar, since a few states run their own review<\/td><td>Follow your state's retention rule<\/td><\/tr>\n          <\/tbody>\n        <\/table>\n      <\/div>\n      <p class=\"mp-p\">A Texas compliance finding binds in your favor, as long as you described the ad accurately. New York leaves one question open: which retention group does a podcast fall into? Nobody has settled it, so keep the audio for three years and you are covered either way.<\/p>\n      <p class=\"mp-p\">Build the compliance file in this order, and it will hold up in any state:<\/p>\n      <ol class=\"mp-ol\">\n        <li><strong>Lock the verbatim lines.<\/strong> Mark the sponsor line, lawyer ID, costs line, and disclaimers as read verbatim in the host brief.<\/li>\n        <li><strong>Attach proof to each claim.<\/strong> File the document behind every number and comparison before anything is recorded.<\/li>\n        <li><strong>File or pre-clear on time.<\/strong> Florida needs filing 20 days ahead, and Texas pre-approval needs submission 30 days ahead.<\/li>\n        <li><strong>Log where and when it ran.<\/strong> Record the show, episode, and release date for every placement.<\/li>\n        <li><strong>Archive the final audio.<\/strong> Keep the episode file and script for the longest retention period that applies to you.<\/li>\n      <\/ol>\n      <div class=\"mp-callout\">\n        <span class=\"mp-callout-label\">Pro tip<\/span>\n        <p class=\"mp-p\">Ask each show for the release date in writing. Texas counts its 10 days from dissemination, and dynamic ad insertion can also place your spot into older episodes.<\/p>\n      <\/div>\n      <div class=\"mp-callout\">\n        <span class=\"mp-callout-label\">Key takeaway<\/span>\n        <p class=\"mp-p\">Regulators can ask for the support behind any claim, and the FTC expects you to hold it before air. Build the compliance file before recording, not after a letter arrives.<\/p>\n      <\/div>\n    <\/section>\n    <section>\n      <h2 class=\"mp-h2\" id=\"lead-brokers-and-tcpa\">6. Buying leads from a broker puts the risk on you<\/h2>\n      <p class=\"mp-p\">Not every piece of law advertising that sounds like it came from a firm was paid for by one. A lead-generation company can buy the same air time and run a script that sounds like an attorney's. Afterward, it sells the caller's information to a firm.<\/p>\n      <p class=\"mp-p\">Two rules govern that setup. Rule 5.4 bars splitting legal fees with non-lawyers, with narrow exceptions. Rule 7.2 allows paying for advertising and certain qualified referral services, but it bars paying someone to recommend the lawyer.<\/p>\n      <p class=\"mp-p\">The ABA comment to Rule 7.2 applies this to legal lead generation directly. You may pay for leads, but the broker cannot imply it recommends you, refers for free, or analyzed the caller's case. If it does, the exposure lands on the lawyer who signs the client, not just on the broker.<\/p>\n      <p class=\"mp-p\">Before you buy leads from a podcast campaign, ask the broker four questions:<\/p>\n      <ul class=\"mp-ul\">\n        <li><strong>How is the fee set?<\/strong> A flat price per lead is an advertising cost, while a share of your legal fee raises Rule 5.4 problems.<\/li>\n        <li><strong>What does the ad say?<\/strong> Get the exact script and confirm it never claims to match callers with the right lawyer.<\/li>\n        <li><strong>Is the lead exclusive?<\/strong> Ask whether the same caller is sold to competing firms, and put the answer in the contract.<\/li>\n        <li><strong>Where is the consent record?<\/strong> You need proof the caller agreed to be contacted, with a date and your firm named.<\/li>\n      <\/ul>\n      <p class=\"mp-p\">That consent record matters for another reason. Any intake form, quiz, or click-to-call button behind a podcast ad also falls under the Telephone Consumer Protection Act. In practice, that means documented consent before automated follow-up calls or texts, and a Do Not Call scrub before telemarketing calls.<\/p>\n      <p class=\"mp-p\">The TCPA sets statutory damages at $500 per violation, and up to three times that when a court finds the violation willful. Each call or text counts separately. In Wakefield v. ViSalus, a jury found roughly 1.85 million unlawful calls, which put the award at about $925 million.<\/p>\n      <p class=\"mp-p\">The Ninth Circuit vacated that award in 2022 and sent it back for a due process review. The firm named on a podcast ad is not automatically the one placing follow-up calls. Still, a firm that outsources intake without checking the broker's consent records buys the same exposure secondhand.<\/p>\n      <div class=\"mp-callout\">\n        <span class=\"mp-callout-label\">Pro tip<\/span>\n        <p class=\"mp-p\">Buy the slot directly from the show whenever you can. You control the script, own every caller, and remove the broker questions entirely.<\/p>\n      <\/div>\n    <\/section>\n    <div class=\"mp-cta\">\n      <p class=\"mp-cta-title\">Build the show list this guide runs on<\/p>\n      <p class=\"mp-cta-text\">Buying direct starts with the right shows. Search 3M+ podcasts, filter by location, US region, and whether a show already carries sponsors, then unlock verified host and booker emails. Export the shortlist to CSV or Excel for your own outreach.<\/p>\n      <a class=\"mp-cta-btn\" href=\"https:\/\/www.millionpodcasts.com\/register?_src=mp_blog\" rel=\"noopener\" target=\"_blank\">Start free, no card needed &#8594;<\/a>\n    <\/div>\n    <section>\n      <h2 class=\"mp-h2\" id=\"choosing-podcasts-for-law-firm-ads\">7. How to find shows where your firm is licensed<\/h2>\n      <p class=\"mp-p\">Compliance decides what you can say, and show selection decides who hears it. Apply four checks before you spend on podcast advertising for law firms:<\/p>\n      <ul class=\"mp-ul\">\n        <li><strong>Where the audience is located.<\/strong> A criminal defense or family law firm can only take cases where it's licensed. A national true-crime audience helps only if enough listeners live in states where the ad can convert.<\/li>\n        <li><strong>Whether a competitor already has the slot.<\/strong> A personal injury show already carrying a rival's ad limits how much of that audience is still available to buy.<\/li>\n        <li><strong>How recently the show has published.<\/strong> A feed that has gone quiet for months won't deliver the downloads a media plan counts on. Last year's subscriber count does not change that.<\/li>\n        <li><strong>Who the listeners are.<\/strong> Listener income and age should fit the case type, whether that is estate planning or personal injury.<\/li>\n      <\/ul>\n      <p class=\"mp-p\"><a href=\"https:\/\/www.millionpodcasts.com\/podcasts-directory\/\" rel=\"noopener\" target=\"_blank\">MillionPodcasts<\/a>, a podcast contact database, lets you search law beats instead of hunting down shows one by one. The database currently contains 242 podcasts carrying the Law beat. If you're looking for US-based podcasts specifically, check out this curated list of <a href=\"https:\/\/www.millionpodcasts.com\/law-podcasts\/\" rel=\"noopener\" target=\"_blank\">US law podcasts<\/a><\/p>\n      <p class=\"mp-p\">For the jurisdiction problem, the US Regions filter offers prebuilt metro areas instead of city by city searches. The New York Metropolitan Area, for example, also spans parts of New Jersey and Connecticut.<\/p>\n      <p class=\"mp-p\">Location filters show where a podcast is based, not where every listener lives. Before you sign, ask the host for a state-level download report and compare it with your licensed states.<\/p>\n      <p class=\"mp-p\">You can also filter by listener income and age, by whether a show already has sponsors, and by latest episode date. Exporting the Sponsor Names column then shows which advertisers, including rival firms, each show carries. Location, demographic, and export features come with paid plans.<\/p>\n      <p class=\"mp-p\">Once a shortlist is built, unlock verified host, producer, and booker contacts, then export the list for outreach. Hours of manual research shrink to minutes. Before you pay, run every finalist through our <a href=\"https:\/\/www.millionpodcasts.com\/blog\/podcast-evaluation-checklist-for-advertisers\/\" rel=\"noopener\" target=\"_blank\">podcast advertising vetting checklist<\/a>.<\/p>\n      <div class=\"mp-callout\">\n        <span class=\"mp-callout-label\">Pro tip<\/span>\n        <p class=\"mp-p\">Apply listener income and age filters only after the location check. A perfect demographic in the wrong state still cannot become your client.<\/p>\n      <\/div>\n      <br>\n      <h4 class=\"mp-h4\">Where to start<\/h4>\n      <p class=\"mp-p\">If you practice in Florida, draft your first spot now, because the 20-day filing clock runs before the episode does. In Texas, use pre-approval on your first podcast ad. Everywhere else, the smallest useful step takes about 30 minutes.<\/p>\n      <p class=\"mp-p\">Add a spoken sponsor line, a costs line, and your state's disclaimer to your current radio script. Then list ten shows based where you are licensed, and ask each one for its state download data.<\/p>\n    <\/section>\n    <section>\n      <h2 class=\"mp-h2\" id=\"podcast-advertising-for-law-firms-faq\">8. Podcast advertising for law firms: FAQ<\/h2>\n      <p class=\"mp-faq-q\">Does a lawyer need bar approval before running a podcast ad?<\/p>\n      <p class=\"mp-faq-a\">Only in a few states. Florida requires most ads to be filed at least 20 days before first use. Texas requires filing within 10 days of first use, with optional pre-approval at least 30 days ahead. Most states do not require filing at all, though the content rules apply everywhere.<\/p>\n      <p class=\"mp-faq-q\">Can a host mention a specific settlement or verdict on air?<\/p>\n      <p class=\"mp-faq-a\">Only with whatever disclaimer language the state requires, and only if the figure is accurate on the day the episode airs. It also cannot be presented as something a typical case would produce.<\/p>\n      <p class=\"mp-faq-q\">Is a podcast ad considered solicitation instead of law advertising?<\/p>\n      <p class=\"mp-faq-a\">No, as long as it runs to a general audience rather than targeting a specific person known to need legal help. Rule 7.3's solicitation restrictions cover direct, targeted contact, not broad sponsorships.<\/p>\n      <p class=\"mp-faq-q\">How much does podcast advertising cost for a law firm?<\/p>\n      <p class=\"mp-faq-a\">Most shows price by CPM, the cost per 1,000 downloads. At a $25 CPM, one host read on a show with 25,000 downloads costs about $625. Our <a href=\"https:\/\/www.millionpodcasts.com\/blog\/podcast-advertising-cost-cpm-rates-by-genre-size\/\" rel=\"noopener\" target=\"_blank\">podcast advertising cost guide<\/a> breaks rates down by genre and show size.<\/p>\n      <p class=\"mp-faq-q\">How is a lead broker different from a lawyer referral service?<\/p>\n      <p class=\"mp-faq-a\">A qualified lawyer referral service is approved by a regulator, so Rule 7.2 lets you pay its usual fees. A lead broker can be paid per lead only if it neither recommends you nor shares your fee. It also cannot imply that it analyzed the caller's case.<\/p>\n      <p class=\"mp-faq-q\">Is a general true-crime show a better buy than a niche legal podcast?<\/p>\n      <p class=\"mp-faq-a\">It depends on the goal. A general show reaches more listeners, but fewer of them need a lawyer at that moment. A legal podcast built for one practice area reaches fewer people, and more of them already care about the topic. Compare <a href=\"https:\/\/www.millionpodcasts.com\/true-crime-podcasts\/\" rel=\"noopener\" target=\"_blank\">US true crime podcasts<\/a> with <a href=\"https:\/\/www.millionpodcasts.com\/law-podcasts\/\" rel=\"noopener\" target=\"_blank\">US law podcasts<\/a> before you choose.<\/p>\n    <\/section>\n    <section>\n      <h2 class=\"mp-h2\" id=\"references\">References<\/h2>\n      <hr class=\"mp-references-divider\">\n      <span class=\"mp-ref-item\">Federal Register. (July 2023). Guides Concerning the Use of Endorsements and Testimonials in Advertising. <a href=\"https:\/\/www.federalregister.gov\/documents\/2023\/07\/26\/2023-14795\/guides-concerning-the-use-of-endorsements-and-testimonials-in-advertising\" rel=\"nofollow noreferrer noopener\" target=\"_blank\">https:\/\/www.federalregister.gov\/documents\/2023\/07\/26\/2023-14795\/guides-concerning-the-use-of-endorsements-and-testimonials-in-advertising<\/a><\/span>\n      <span class=\"mp-ref-item\">The Florida Bar. (August 2026). Advertising Regulation and Information. <a href=\"https:\/\/www.floridabar.org\/ethics\/etad\/\" rel=\"nofollow noreferrer noopener\" target=\"_blank\">https:\/\/www.floridabar.org\/ethics\/etad\/<\/a><\/span>\n      <span class=\"mp-ref-item\">Texas Center for Legal Ethics. (September 2026). Rule 7.04: Filing Requirements for Advertisements and Solicitation Communications. <a href=\"https:\/\/legalethicstexas.com\/resources\/rules\/texas-disciplinary-rules-of-professional-conduct\/filing-requirements-for-advertisements-and-solicitation-communications\/\" rel=\"nofollow noreferrer noopener\" target=\"_blank\">https:\/\/legalethicstexas.com\/resources\/rules\/texas-disciplinary-rules-of-professional-conduct\/filing-requirements-for-advertisements-and-solicitation-communications\/<\/a><\/span>\n      <span class=\"mp-ref-item\">State Bar of Texas. (September 2026). Advertising Review. <a href=\"https:\/\/www.texasbar.com\/Content\/NavigationMenu\/ForLawyers\/AdvertisingReview\/default.htm\" rel=\"nofollow noreferrer noopener\" target=\"_blank\">https:\/\/www.texasbar.com\/Content\/NavigationMenu\/ForLawyers\/AdvertisingReview\/default.htm<\/a><\/span>\n      <span class=\"mp-ref-item\">Legal Information Institute. (September 2026). N.Y. Comp. Codes R. and Regs. Tit. 22, Section 1200.7.1, Advertising. <a href=\"https:\/\/www.law.cornell.edu\/regulations\/new-york\/22-NYCRR-1200.7.1\" rel=\"nofollow noreferrer noopener\" target=\"_blank\">https:\/\/www.law.cornell.edu\/regulations\/new-york\/22-NYCRR-1200.7.1<\/a><\/span>\n      <span class=\"mp-ref-item\">Office of the Law Revision Counsel. (September 2026). 47 U.S.C. Section 227, Restrictions on use of telephone equipment. <a href=\"https:\/\/uscode.house.gov\/view.xhtml?req=(title:47%20section:227%20edition:prelim)%20OR%20(granuleid:USC-prelim-title47-section227)&amp;f=treesort&amp;edition=prelim&amp;num=0&amp;jumpTo=true\" rel=\"nofollow noreferrer noopener\" target=\"_blank\">https:\/\/uscode.house.gov\/view.xhtml?req=(title:47%20section:227%20edition:prelim)%20OR%20(granuleid:USC-prelim-title47-section227)&amp;f=treesort&amp;edition=prelim&amp;num=0&amp;jumpTo=true<\/a><\/span>\n      <span class=\"mp-ref-item\">Congressional Research Service. (December 2022). Constitutional Limits to Congress's Statutory Damages Authority: Takeaways from the Ninth Circuit in Wakefield v. ViSalus. <a href=\"https:\/\/www.everycrsreport.com\/reports\/LSB10873.html\" rel=\"nofollow noreferrer noopener\" target=\"_blank\">https:\/\/www.everycrsreport.com\/reports\/LSB10873.html<\/a><\/span>\n      <span class=\"mp-ref-item\">MillionPodcasts. (September 2026). Podcast Directory: Law Podcasts (US). <a href=\"https:\/\/www.millionpodcasts.com\/podcasts-directory\/\" rel=\"noopener\" target=\"_blank\">https:\/\/www.millionpodcasts.com\/podcasts-directory\/<\/a><\/span>\n    <\/section>\n    <button class=\"mp-toc-fab\" type=\"button\" aria-label=\"What This Guide Covers\" aria-expanded=\"false\">\n      <svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 24 24\" fill=\"none\" stroke=\"currentColor\" stroke-width=\"2\" stroke-linecap=\"round\" stroke-linejoin=\"round\"><line x1=\"8\" y1=\"6\" x2=\"21\" y2=\"6\"\/><line x1=\"8\" y1=\"12\" x2=\"21\" y2=\"12\"\/><line x1=\"8\" y1=\"18\" x2=\"21\" y2=\"18\"\/><line x1=\"3\" y1=\"6\" x2=\"3.01\" y2=\"6\"\/><line x1=\"3\" y1=\"12\" x2=\"3.01\" y2=\"12\"\/><line x1=\"3\" y1=\"18\" x2=\"3.01\" y2=\"18\"\/><\/svg>\n    <\/button>\n    <nav class=\"mp-toc mp-toc-fab-panel\" aria-label=\"What This Guide Covers\">\n      <strong class=\"mp-toc-label\">What This Guide Covers:<\/strong>\n      <ol class=\"mp-toc-list\">\n        <li><a href=\"#can-law-firms-advertise-on-podcasts\">Can a law firm legally advertise on a podcast?<\/a><\/li>\n        <li><a href=\"#state-bar-rules-podcast-ads\">Which script lines break your state bar's rules<\/a><\/li>\n        <li><a href=\"#ftc-podcast-disclosure-rules\">When the host has to say the ad is paid<\/a><\/li>\n        <li><a href=\"#testimonials-and-results-on-air\">Which disclaimer your state requires for testimonials<\/a><\/li>\n        <li><a href=\"#filing-and-record-keeping\">Whether you must file the ad, and how long to keep it<\/a><\/li>\n        <li><a href=\"#lead-brokers-and-tcpa\">Who is liable when a lead broker places the ad<\/a><\/li>\n        <li><a href=\"#choosing-podcasts-for-law-firm-ads\">How to find shows in the states where you are licensed<\/a><\/li>\n        <li><a href=\"#podcast-advertising-for-law-firms-faq\">Quick answers to common podcast ad questions<\/a><\/li>\n      <\/ol>\n    <\/nav>\n  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