You've definitely seen them: those legal billboards plastered all over Texas highways. Maybe you've even chuckled at some of the wilder ones. But here's a legal twist you might not know: those lawyer ads aren't just a free-for-all. Turns out, they're under some seriously tight rules. We're talking specific guidelines that govern what attorneys can say, how they say it, and what they absolutely cannot promise. The Texas State Bar, the body that licenses and regulates attorneys here, is behind these regulations. It’s a classic balancing act. Lawyers have a a First Amendment right to advertise their services—it's a form of commercial speech. But the state also has a big job: protecting you, the public. The policy aims to stop misleading or false advertising. This ensures people looking for legal help get honest information. Experts, like University of Houston political science professor Brandon Rottinghaus and attorney David Coale, often break down these legal boundaries. They emphasize that these rules are about more than just professional ethics; they’re about consumer safety. So, next time you spot one, remember there’s a firm legal framework working to keep those ads fair and square.