Colorado lawyer advertising rules, SEO and ads

Colorado rebuilt its lawyer-advertising rules on the ABA model in 2020, so the bar side is simple: no filing, a responsible lawyer or firm with contact information, and ABA-model rules on claims. The rule that matters most for injury firms comes from the statute books instead. C.R.S. 13-93-111 bars targeted contact about personal injury or wrongful death for 30 days after the incident. Colorado is also one of only two states, with California, where we’ve verified the recording rule against the statute itself.

Not legal advice. We summarize Colorado’s rules and statutes for marketing planning. The Office of Attorney Regulation Counsel and the courts apply them, and the rules change. Treat it as a starting point for a conversation with your counsel.

Colorado rules in plain English

Each rule shows its verification code: P for a primary source we read, S for a secondary summary, D for the ABA-model default (what the codes mean).

Filing: none

Colorado rewrote Rules 7.1 to 7.3 on the ABA model in 2020, with no filing or pre-approval.

Verification: P, primary source · Office of Attorney Regulation Counsel

What every ad must say

At least one responsible lawyer or firm, with contact information (Rule 7.2(d)). Confirm the current wording of Rule 7.2(d) with counsel.

Verification: P, primary source · OARC

Waiting period: 30 days, by statute

Targeted contact about personal injury or wrongful death is barred for 30 days after the incident (C.R.S. 13-93-111).

Verification: P, primary source · C.R.S. 13-93-111

Results, testimonials and “specialist”

ABA-model rules: results only if truthful and given in context, and “certified specialist” only through an approved body that the ad names. Counsel confirms the details during a first Colorado onboarding.

Verification: P, primary source · OARC

Lead generators and referral services

Marked D, the ABA Model Rule default applies until Colorado’s own Rule 7.2 is checked. For a Colorado firm that means paying for advertising, never for a recommendation, and using lead sources only if they don’t recommend the firm or share its fees.

Ads in other languages

The 2020 rewrite, as described by the regulator, has no language rule we found. Denver and Greeley Spanish ads still carry Spanish required statements.

Verification: D, default · OARC, reviewed

Call recording: one-party consent

C.R.S. 18-9-303 lets a party to the call consent to recording.

Verification: P, primary source · C.R.S. 18-9-303

Texting law

The 2026 trackers list no Colorado texting statute with private suits, which leaves automated texts to the federal TCPA.

Verification: D, default · Mini-TCPA tracker · 47 CFR 64.1200

Privacy

The Colorado Privacy Act (2023) covers controllers that process the data of 100,000 or more consumers, or 25,000 or more plus revenue from selling data.

Verification: S, secondary source · State privacy comparison

AI law

Colorado’s rewritten AI law takes effect January 1, 2027, and no longer lists legal services among its consequential decisions (SB 26-189).

Verification: S, secondary summary · SB 26-189 · Arnold & Porter

Rules last checked October 24, 2026.

What this means for your SEO and ads in Colorado

Outreach and targeting

The 30-day statute bars targeted contact after an incident. Search ads, Local Services Ads and Maps answer people who are already looking, so they aren’t targeted contact. The statute is aimed at reaching out to the injured, such as letters to people named in crash reports. We go further everywhere: no radius ads around hospitals and no social ads aimed at people who were just in an accident.

Ads and pages

• Name a responsible lawyer or firm with contact details in every ad. We add the office city too, our default in every state.
• Results with their facts. The ABA model treats results without context as misleading.
• “Certified specialist” only with a named, approved certifier. “Focuses on” works in title tags and headings.

Privacy and tracking

The Colorado Privacy Act counts consumers, and website visitors count. A firm with a busy site should check its numbers against the thresholds, keep tags behind consent and send ad platforms only a click ID, a neutral stage name and a value band.

Spanish

The share is highest in the Greeley metro (16.7%) and Denver (12.8%) (Census, below). Google has matched search-ad language to query language since September 2026 (Google), so Denver and Greeley Spanish campaigns need ads written in Spanish, and intake that answers in it.

Languages in Colorado

Sources: Spanish and any-language shares from the Census Bureau’s American Community Survey 2024 1-year estimates, table C16001; other languages from the 2020-2024 estimates, table B16001. People age 5 and older.

Top metro areas in Colorado

Sources: population from the ACS 2024 1-year estimates, table B01003; Spanish at home from the ACS 2020-2024 estimates, table C16001, people age 5 and older. Colorado has 7 metro areas in all.

The Colorado legal market

Source: Census Bureau, Statistics of US Businesses 2022, offices of lawyers (NAICS 541110). A firm with offices in several states is counted in each.

Questions for your counsel

• What is the current wording of Rule 7.2(d) on naming a responsible lawyer or firm?
• Do the 2020 rules on results and specialization match the ABA model in every respect the firm relies on?

How Probative works in Colorado

• A light rules check. Colorado’s ad rules follow the ABA model, so onboarding focuses on confirming Rule 7.2(d)‘s wording and the claims rules with your counsel.
• No targeted contact, ever. Our inbound-only work fits the 30-day statute by design.
• Your attorney approves every ad; there’s no filing.

Probative works with law firms in every state from day one, remotely and in person; travel terms are on the pricing page. Your attorney approves every ad before it runs, and where a state requires a filing, we prepare it and your attorney files it. Every Monday you see what each signed case cost, counted from your own records under The Probative Standard. The lawyer advertising rules by state table compares every state.