Franklin D. Azar & Associates, Colorado’s largest personal injury firm, is pursuing a lawsuit in Denver County District Court against a former employee and his firm, alleging they purchased Google keyword ads and metatags with the Azar name to redirect prospective clients. In February 2026, a federal judge remanded the case from federal court to proceed under state law, spotlighting the intensifying and costly competition over accident claims that insurers say drives up auto liability expenses.
The case centers on allegations that Genco purchased online advertisements targeting search terms such as “Franklin D Azar,” which caused his firm’s ads to appear when users searched for the established law firm. According to the court filing, Franklin D. Azar & Associates found that Dominic Genco purchased ads for terms like Franklin D Azar to display his firm’s ads when users search those terms. It claims this misleads consumers and capitalizes on the firm’s goodwill, leading to lost business. The case, originally including federal claims, was amended to state claims only and remanded to Denver County District Court.
The issue of attorney advertising and its impact on consumer costs has drawn attention in Colorado and nationwide. According to The Gazette, Colorado drivers pay an average of $3,233 annually for full coverage auto insurance, which is $600 more than in neighboring states and 30% above the national average. This increase stems from state laws that encourage litigation and allow penalties against insurers for delays, leading them to overpay claims to avoid higher costs. Attorney involvement in claims further drives up these premiums for all consumers.
A recent Insurance Research Council survey found that 60% of U.S. consumers believe attorney advertising increases the number of auto claims, while 52% say it raises insurance costs. Auto insurers report higher claims expenses when attorneys are involved, contributing to nationwide premium increases. This trend is linked to aggressive marketing by personal injury lawyers that prompts more litigation, according to the Insurance Research Council.
Franklin D. Azar & Associates was founded in 1987 as a personal injury law firm in Colorado. According to its official website, “The firm has recovered over $2.3 billion for more than 50,000 clients in areas such as car accidents, workers’ compensation, and class actions… It operates as the state’s largest personal injury practice with offices across Colorado.”
