What can a sustained increase in the number and aggressiveness of 'ambulance chasing' ads distort?

The amount invested by ambulance chasers in promoting their services is not only a good indicator of how competitive the industry is or their expectations of growth but also how effective advertising is as a tool in generating demand.

There has been not just a rise, but an explosion of billboards, print ads, and, most notably, online videos promoting car accident legal services and the potential amount of money victims - whose numbers are relatively stable, ceteris paribus - can earn from them. The ads are not just aggressive but compelling, they are not just numerous but incessant - they don't just promote a service they can distort incentives that underpin the microeconomics of behavior and thus change everything from preferences and policies.

How?