The short answer
Bankruptcy firms carry a federal advertising rule other practices do not: ads for bankruptcy help must include a set statement saying the firm is a debt relief agency. The U.S. Supreme Court held that attorneys who give bankruptcy assistance are covered. The rest of the work is search intent, a calm landing page and fast, kind intake.
Bankruptcy is a federal practice with a federal advertising rule. This guide explains the required statement, how to write ads around it, and what else makes bankruptcy marketing different. It is marketing information, not legal advice; have your counsel review every ad.
Key facts
- Federal law asks a debt relief agency to clearly and conspicuously disclose in any advertisement of bankruptcy assistance services that the services relate to bankruptcy relief (the Bankruptcy Code section on debt relief agencies).
- The set statement is: We are a debt relief agency. We help people file for bankruptcy relief under the Bankruptcy Code. A substantially similar statement is also accepted (same source).
- The U.S. Supreme Court held that Attorneys who provide bankruptcy assistance to assisted persons are debt relief agencies under the BAPCPA (Milavetz, syllabus).
What must a bankruptcy ad say?
The statute asks for two things in ads directed to the general public: a clear and conspicuous disclosure that the services are bankruptcy relief, and the set statement or a substantially similar one. Put the statement where a reader sees it, in the ad or on the first screen of the landing page, in readable type. Short search ads have little room, so many firms put the statement on the page and keep the ad copy plainly about bankruptcy.
Which ads count even if they do not say bankruptcy?
The statute also reaches ads that describe help with credit defaults, mortgage foreclosures, eviction proceedings, excessive debt, debt collection pressure, or inability to pay any consumer debt. Those ads must disclose that the assistance may involve bankruptcy relief and carry the statement. A headline like “Stop foreclosure” can trigger it. Check these ads with your counsel before they run.
What else does the statute ask of the firm?
It asks for a written contract that explains the services and fees, signed not later than 5 business days after the first date on which such agency provides any bankruptcy assistance services, with a copy for the client (same source). This is intake and engagement work, not advertising, but your intake process should match it.
How do people search for bankruptcy help?
Searches range from “can I stop wage garnishment” to “bankruptcy lawyer near me.” Many people start with a question, not a hire. Answer the question on a plain page, then offer a short call. Keep the tone calm, avoid fear language, and make the phone number and form easy to find.
What should the landing page include?
- A plain answer to the first question the visitor has.
- The required statement, readable.
- Your office location and the other items your state asks for.
- A short form and a phone number.
- No outcome promises or dollar results unless your state clears the exact wording.
Our ad copy checklist by state shows what your state asks an ad to carry.
How do you run bankruptcy ads?
Use search ads on bankruptcy and debt-help searches, add negative keywords such as jobs, forms and free, and use location targeting. Local Services ads can fit consumer bankruptcy where the category is offered; check Google’s current list. Judge each channel by signed cases, as our Google Ads guide explains.
How should intake work?
Answer quickly, listen first, and do not rush a person who is ashamed. Log every call and booking, and follow up on missed consultations the same day. See our intake guide.
What this means for your firm
- Add the debt relief agency statement to every ad that needs it, and have counsel confirm the list.
- Match your engagement process to the written-contract timing in the statute.
- Measure signed cases by source, not clicks.
Probative Growth plans and runs ads and search for bankruptcy firms under the rules, together with getting your firm found in Google and AI answers. Get my free review.
Last reviewed October 26, 2026 by the Probative editorial team. Marketing information, not legal advice. Confirm every rule with your state bar and your own counsel before you run an ad.
Questions about this guide
Do bankruptcy lawyers have to say they are a debt relief agency in ads?
Yes, for ads of bankruptcy assistance directed to the general public. The statute asks for the statement We are a debt relief agency. We help people file for bankruptcy relief under the Bankruptcy Code. or a substantially similar statement, and the U.S. Supreme Court held that attorneys who give bankruptcy assistance are covered.
Does the statement apply if the ad only mentions foreclosure or debt?
It can. The statute covers ads that indicate help with credit defaults, mortgage foreclosures, eviction proceedings, excessive debt, debt collection pressure or inability to pay consumer debt, and those ads must say the help may involve bankruptcy relief. Have your counsel check each ad.
What else should a bankruptcy firm watch in its marketing?
Your state's advertising requirements, plain pricing, and a respectful tone. People searching for bankruptcy help are often ashamed or afraid. A calm, plain page and a fast answer on the phone do more than urgency.
How should a bankruptcy firm measure marketing?
Count signed cases and the cost of each. Consultations that never become cases are a cost too, so log who answered, how fast, and whether the person hired you.
Sources
- 11 U.S.C. section 528, requirements for debt relief agencies (Cornell LII)Accessed October 25, 2026
- Milavetz, Gallop & Milavetz v. United States, U.S. Supreme Court (syllabus)Accessed October 25, 2026