Dated October 24, 2026. Law firms can now buy ads inside ChatGPT in the US. OpenAI’s ad policy allows ads for legal advice, representation and legal services “only when the advertiser is licensed to practice law in the jurisdiction where the ad is shown,” and prohibits legal-services ads outside the US (OpenAI). Trade coverage dates the opening for legal services to August 31, 2026 (LawLytics, secondary). Here is what the policy allows, where its limits are, and which rules it leaves untouched.
What OpenAI allows
- Licensed firms, only where licensed. The license test applies place by place. A firm licensed only in Texas should not let its ads show in Oklahoma (OpenAI).
- Some users, not all. OpenAI says ads may appear for users on its Free and Go plans, not on Plus, Pro, Business, Enterprise or Edu, and not for accounts it identifies as belonging to people under 18 (OpenAI Help).
- Answers stay separate. OpenAI says ads don’t influence ChatGPT’s answers and are labeled (same source).
- Sensitive topics are limited. OpenAI has said that during its test, ads aren’t eligible near sensitive or regulated topics such as health, mental health or politics (same source). Many injury conversations touch health, so injury firms may find fewer places their ads can show.
- Advertisers see totals, not chats. OpenAI says advertisers get aggregated data such as views and clicks (same source).
What the policy doesn’t change
OpenAI’s rules decide what the platform accepts. Your state’s rules decide what your firm may say. A ChatGPT ad is a communication about your services, so the usual standard applies: nothing false or misleading, which the ABA’s model rule extends to statements that leave out a fact needed to avoid misleading (ABA Model Rule 7.1). States add their own layers:
| Rule type | Example | What it means in a ChatGPT ad |
|---|---|---|
| Filing | Florida requires filing for many internet ads (Florida Bar) | Check whether yours must be filed before it runs |
| Required content | California requires a lawyer or firm name and an office location in every ad (§6157.2) | The short ad text must carry it, not only the landing page |
| Claims | Results, “expert” and comparisons are limited in most states | The same limits as a search ad |
Our 50-state rules guide summarizes filing and required statements state by state, with sources.
What this means for your firm
- Treat it as a small, measured test. Nobody has years of data on this channel. Cap the budget, set an end date, and judge it on signed cases from your own records, not clicks.
- Limit where ads show to the states where your lawyers are licensed.
- Have your attorney approve every ad and landing page, and keep a copy with the approval date.
- Don’t confuse ads with answers. Being named in ChatGPT’s answers comes from what the engines read about your firm; our AI search guide covers it. Our ChatGPT ads service runs the paid side as a capped pilot.
- Track the source. Use a tracked landing page and phone number so every ChatGPT visit can be followed to a signed case.
OpenAI’s policy is new and may change. We will add dated updates here when it does.
Marketing information, not legal advice. Advertising rules vary by state; check with your bar and your own counsel before you run an ad.