In New Orleans, ChatGPT named 4 injury firms. Is yours one of them?

Louisiana is the strict one: most non-exempt ads must be filed with the State Bar's committee before or at first use, carry the filing number, and include a results disclaimer if they mention past results.

Who enforces it

Louisiana State Bar Association (Rules of Professional Conduct Committee, through Ethics Counsel); discipline through the Louisiana Attorney Disciplinary Board

The rules

Louisiana Rules of Professional Conduct, Rules 7.1 to 7.10

Filing or review

Yes. Under Rule 7.7(c), a lawyer who advertises through any public media, or sends unsolicited written communications, must file a copy with the Rules of Professional Conduct Committee before or at first use, with a fee set by the Louisiana Supreme Court and a statement of the media and run dates. The Committee must respond within 30 days or the ad is deemed approved. A voluntary advance opinion can be requested at least 30 days before use. Rule 7.8 exempts, among others, ads limited to basic listed information, mail to existing or former clients or lawyers, and websites and home pages. Filing page

Required labels

Non-exempt ads must show the filing number the bar assigns and the full name of a responsible lawyer, and must disclose a bona fide office location by city or town (Rule 7.2(a)). Targeted mailed solicitations must be marked "ADVERTISEMENT" at the top of each page and on the envelope, and show the filing number (Rule 7.4(b)(2)). Unsolicited email must have "LEGAL ADVERTISEMENT" in the subject line (Rule 7.6(c)(3)). Websites must list all jurisdictions where the lawyers are licensed and an office location (Rule 7.6(b)). An ad may not imply bar approval (Rule 7.2(c)(4)).

Contacting accident victims

30 days after an accident or disaster, or a personal injury or wrongful death matter: no unsolicited written communication to the person or a relative unless the event was more than 30 days before mailing (Rule 7.4(b)(1)(A)).

Testimonials, results, specialist

A reference or testimonial to past successes or results needs a disclaimer such as "Results May Vary" or "Past Results are not a Guarantee of Future Success." Ads may not promise results, and a paid testimonial or endorsement must disclose the payment. Comparisons with other lawyers must be factually substantiated. A lawyer may say they specialize, but may not say "certified" or "board certified" except through the certification routes in Rule 7.2(c)(5) (Rule 7.2(c)(1) and (5)).

Online ads

Rule 7.6 defines "computer-accessed communications" as websites and home pages and unsolicited email. Websites are exempt from filing (Rule 7.8(g)) but must disclose licensed jurisdictions and office location. Rule 7.1(a) lists computer-accessed communications among permitted public media. No AI-specific lawyer advertising rule was found in the sources checked.

ChatGPT Ads

OpenAI accepts US law-firm ads from firms licensed where the ad runs, after business verification and ad review. A ChatGPT ad aimed at Louisiana needs your Louisiana license, and it is still lawyer advertising under the rules above.

Sources: ladb.org. Parts of this summary were read from a published copy of the rules because the official site could not be reached; check the official text before relying on it.

More on how the rules work across states: law firm advertising rules and can lawyers advertise on ChatGPT.