State Bar associations get to write the rules as to how attorneys can advertise in that state. Some states are more restrictive than others. Florida is known for having a rather strict State Bar. And it's advertising rules are currently the subject of a lawsuit.
Article here.
The plaintiffs (a law firm)
"complain that for decades the Florida Bar has "stood apart from the rest of the nation in the restrictiveness of its rules governing lawyer advertising," but that now, well, they've really just gone too far . . .Indeed, Florida’s rules are so broad that they would have subjected Abraham Lincoln to discipline for stating, in an 1852 newspaper advertisement, that his firm handled business with “promptness and fidelity”—two words that are no more “objectively verifiable” than those the Bar concludes violate its ethics rules here.
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