Lauren Zelt, Executive Director of Protecting American Consumers Together (PACT), said in a press release that the organization has issued a memo revealing tactics used by some attorneys to oppose legal reforms.
"Funding dark money groups, and spreading misinformation," said Zelt. "Preserve a broken legal system that enriches billboard attorneys at consumers' expense. PACT's memo exposes the billboard attorney playbook."
According to the memo, billboard attorneys are aggressively opposing pro-consumer legal reforms through intimidation, dark money campaigns, and misinformation. In states like Texas and Georgia, attorneys have threatened reform supporters and launched secretive groups to mislead the public. PACT attributes these tactics to a coordinated effort to protect legal industry profits at the expense of consumers and small businesses.
As per Clear Channel, billboard attorneys are known for using high-visibility advertising to build brand recognition and attract legal clients. However, when faced with pro-consumer legal reforms, they often respond with aggressive tactics. These include threatening reform advocates, funding anonymous opposition campaigns, and spreading misinformation to protect their financial interests. Critics argue these tactics prioritize profits over fairness and undermine efforts to improve the legal system for consumers and small businesses.
According to PACT, in Texas, fierce competition among billboard attorneys has sparked a wave of trademark lawsuits. This includes a 2025 case where Thomas J. Henry sued rival Angel L. Reyes over Google keyword ad practices. With billboard attorneys spending over $166 million on legal ads in 2024 alone, disputes over online brand visibility have become common. These legal battles reflect a high-stakes marketing war in the personal injury legal industry, likened by some to a "Coke versus Pepsi" rivalry.
Zelt is reported as a public affairs expert with over 15 years of experience, including running her PR firm and serving in U.S. Senate communications and presidential campaigns. A Georgetown graduate, she has also worked in national media and appeared on MSNBC and Fox News. Business Insider named her one of 20 Female Political Strategists to Watch.