Debunking the "Feeding Frenzy" Myth About Lawyer Advertising After the Eaton and Palisades Wildfires
I was recently quoted in the Orange County Register (article HERE) about lawyer advertising in the wake of the Eaton and Palisades fires. The headline of the article is “Pacific Palisades, Eaton wildfires spark ‘feeding frenzy’ among lawyers, ethics concerns,” but as I told the writer, it's unfair to characterize the situation in California as a "feeding frenzy."
The Role of Legal Advertising
Is there a lot of lawyer advertising in California right now? Yes.
Is the advertising needed? Also yes.
Most people have never hired a lawyer—let alone one to help them recover from a catastrophic wildfire. Many don’t know how to find an experienced lawyer, how to evaluate whether one is trustworthy, or what questions to ask. Legal advertising helps people become aware of their options so they can do their due diligence.
Why the “Feeding Frenzy” Narrative is Wrong
The idea that lawyer advertising is a “feeding frenzy” ignores a fundamental reality: fire victims need legal help. They must navigate the insurance claims process, determine whether and whom to sue, and understand their full damages. Attorneys provide critical guidance during this process.
Beyond that, the “feeding frenzy” language relies on well-worn tropes about personal injury lawyers who advertise and the volume of their advertising. But these tropes aren’t based on facts.
The Double Standard in Legal vs. Insurance Advertising
In 2023, U.S. personal injury lawyers spent about $1.58 billion on advertising. That sounds like a lot—until you compare it to what U.S. insurance companies, personal injury lawyers' primary opponents, spent the same year: $3.7 billion (about 42% more).
As one article put it:
"Even if you don’t have a policy with Allstate, you’re probably familiar with Mayhem and his cartoonish crises. Jake from State Farm and Flo from Progressive are even common Halloween costumes."
I receive cold calls and letters from people trying to sell me insurance multiple times a month—not legal services. I’ve been to several stadiums named after insurance companies. I’ve never been to one named after a law firm.
And, for the record, insurance companies are still advertising in California.
Why This Matters for Consumers
This isn’t about “insurance companies = bad, lawyers = good.” It’s about a double standard.
Insurance advertising is everywhere, yet it’s largely unquestioned by the media. But when lawyers advertise—lawyers whose job is to put money into people’s pockets, not take it out—it’s suddenly labeled a “feeding frenzy.”
This narrative does more than hurt lawyers. It hurts consumers by discouraging them from seeking legal help and reinforcing the idea that hiring a lawyer is somehow a predatory act.
The truth is, people who have lost their homes and livelihoods in wildfires need legal advocacy. And they deserve to know their options.
Need Help with Legal Ethics or Lawyer Advertising Rules?
Lawyer advertising is heavily regulated, and missteps can lead to serious trouble with the State Bar. If you have questions about legal advertising rules, disciplinary concerns, or other ethics matters, we can help. Simply fill out the contact form below, and we'll get in touch within 1 business day.
