AI video advertising is allowed for New York lawyers, as long as the ad is not false or misleading and any AI-generated performer in it is clearly disclosed.
Yes. Since June 1, 2026, New York's Rule 7.1 lets lawyers advertise in any media, as long as the ad is not false or misleading, including by leaving out a fact. Since June 9, 2026, state law requires ads to clearly disclose AI-generated performers. Nobody approves the ad in advance. The firm is responsible.
The four Departments of the Appellate Division signed a joint order on May 27, 2026, rewriting Rules 7.1 and 7.3 (and retiring Rule 7.4), effective June 1, 2026. Most of the detailed requirements are gone. One test is left.
| Requirement | Before June 1, 2026 | Now |
|---|---|---|
| The core test | Not false, deceptive or misleading, plus many specific rules | Not false or misleading, including by leaving out a fact (7.1(a)) |
| "Attorney Advertising" label | Required on most ads | Removed |
| Actors and dramatizations | Had to be disclosed | Specific rule removed; the misleading test still applies |
| "Prior results do not guarantee a similar outcome" | Required with results and testimonials | Removed |
| Pre-approval and keeping copies | Required, with set retention periods | Removed |
| Who is responsible | Lawyer or firm | Every communication names at least one responsible lawyer or firm, with contact information (7.1(d)) |
| "Certified specialist" | Restricted | Only with an approved or ABA-accredited certification, named in the ad (7.1(c)) |
The rule now says a lawyer may communicate about their services "through any media" (7.1(b)). It says nothing specific about AI. The general test does the work: an AI video is held to the same standard as any other ad.
The law is New York General Business Law § 396-b. It was changed by bill S.8420-A / A.8887-B, signed on December 11, 2025, and the new rule took effect on June 9, 2026. The bill number is not the law's name: cite § 396-b. It applies to any business that creates an ad for its own goods or services, which includes a law firm advertising its services.
This is the question most firms get wrong. The disclosure law covers AI people who are not recognizable as a real person. A digital version of the firm's own lawyer, made from her photos, may fall outside it.
That doesn't settle it. Rule 7.1 also bans an ad that leaves out a fact needed to keep it from being misleading. If viewers would believe the lawyer was filmed in person, leaving out that it's AI could cross that line. The careful course is to say it's AI, on screen, every time.
Using a real person's face or voice also needs that person's written permission under New York's right-of-publicity law.
Nobody. There is no state office that approves lawyer ads in advance, and the old filing and pre-approval rules are gone.
So the real question for a firm isn't "who approves this?" It's "who on our side reads every frame before it goes out?"
Neural Cast is an AI-native cinematic video studio in NYC that makes video ads only for law firms. It is co-founded by a practicing New York personal injury attorney, who reviews every video before the firm sees it. Every video carries an on-screen AI disclosure, and a lawyer's likeness is used only with written permission. The firm gives final approval and stays responsible for its ads.
"The rules got shorter, not looser. One question is left: would a client be misled? If AI made it, say so."
Co-founder, practicing New York personal injury attorney
More: who makes AI video ads for law firms in New York · is your firm in ChatGPT's answer?
See your firm on filmYes. New York lawyers may advertise in any media, including AI video. Under Rule 7.1, amended effective June 1, 2026, the ad must not be false or misleading, including by leaving out a fact. Under General Business Law § 396-b, effective June 9, 2026, an ad must conspicuously disclose an AI-generated synthetic performer.
Nobody approves it before it runs. The lawyer or firm named in the ad is responsible for it, including work done by outside vendors. Complaints are handled afterward by the Appellate Division's attorney grievance committees.
Not under the rules effective June 1, 2026. The label requirement, the old actor and dramatization disclosure, the prior-results disclaimer and the copy-retention rule were removed from Rule 7.1. Every communication must still name at least one responsible lawyer or firm with contact information.
The disclosure law covers AI performers who are not recognizable as a real person, so a digital version of the firm's own lawyer may fall outside it. Rule 7.1 still bans leaving out a fact that would make an ad misleading, so if viewers would think the lawyer was filmed, the careful course is to disclose it.
Under General Business Law § 396-b, a civil penalty of $1,000 for a first violation and $5,000 for each later one. A lawyer ad can also be a disciplinary matter under Rule 7.1 if it is false or misleading.
This page is general information about New York law as of October 2026. It is not legal advice and does not create an attorney-client relationship. Rules change; check the current text before relying on it.