Lawyers have several sets of rules to think about when creating advertisements. The FTC regulates all advertising in every state; each state may have its own regulations governing advertising; and therefore the attorney ethics rules of the state during which you’re advertising will regulate lawyer advertising. A review of FTC rules are often seen at http://www.ftc.gov/bcp/guides/guides.htm. Most rules are just plain sense and are meant to guard the general public . Some state lawyer ethics rules go further. as an example , some rules are meant to guard the image of lawyers.
In the past, lawyer ethics rules are more restrictive, however, they need been slowly eroded by both State and U.S. Supreme Court decisions. Because they need been losing ground, state regulating bodies have became complacent. Consequently, lawyer advertising has continued to evolve and today there are many lawyers advertising without even brooding about ethics rules. it’s at now that the enforcement wave may return. Where the violation is minor, it’s unlikely that any action are going to be taken, but when a lawyer advertisement contains a serious ethical violation, authorities will haven’t any choice but to aim to exert their control. If they are doing nothing, there’ll be no need for rules. they’ll also take their chances in court.
Ethics rules are slow to stay up with changing times. i think that some ethics rules, like requiring that your local office address appear within the advertisement, may become unenforceable and will be eliminated. This rule may have originally intended that clients should have the means to seek out your office address if your phone number changed or to work out if your office was geographically convenient for them. This rule not is sensible . Use of a toll-free phone number ensures that your phone number will never change albeit you progress your office. consistent with Nielsen/Net Ratings, in February 2004, 74.9% of households had Internet access. Telephone companies are now offering high-speed Internet access and electric utility companies are now ready to offer high-speed Internet access just by plugging into an electrical socket. consistent with New American Library, computers are now outselling TVs. during a very short time, every range in the US won’t only be ready to have Internet access, but high-speed Internet access and may easily access a lawyer’s internet site and determine the office address. Lawyer advertisements can include an internet site address where a possible client can find the lawyer’s contact information. Requiring the lawyer’s office address during a TV commercial, effectively prevents smaller lawyers from joining group advertising where smaller budgets are combined to effectively compete against wealthier lawyers. There simply isn’t enough room within the TV commercial to list the address of each lawyer.
With reference to the public’s got to know if a law office is near them, this is often the smallest amount important qualitative factor that a client should consider. rather than trying to find a lawyer who may be a few blocks away, a possible client should search for other factors like experience with the client’s problem, personality, etc. repeatedly , clients and patients are willing to travel from the suburbs to the town to seek out a lawyer or doctor due to the perception that professionals within the city are more competent. Additionally, upon making a call, the caller can simply invite the address of the office.
For your state’s ethics rules, see ABA Links to State Ethics Rules Governing Lawyer Advertising, Solicitation and Marketing at http://www.abanet.org/legalservices/clientdevelopment/adrules.html#. For an inventory of resources and articles on ethics and lawyer advertising, see http://www.hurt911.org/lawyer-advertising/lawyer-advertising-tips-articles.html
Below may be a list of what i think are a number of the foremost important ethics rules to think about when creating attorney advertising:
1) Referrals: If you pay money to anyone and a client is mentioned you, you’re probably obtaining an illegal referral, unless the referral is from a Bar Association. Advertising involves a risk. the danger is that you simply may buy advertising and should not check in any clients. If you’re offered a guarantee that you simply will check in enough cases to hide the value of advertising, this guarantee turns your ad campaign into an illegal referral system. If you’re considering working with an ad agency that gives a guarantee, have an ethics lawyer review the guarantee before you’re employed thereupon agency. If you’re employed with an advertiser or workplace , confirm you’re actually paying for advertising and not for the cases. watch out for advertising schemes where “someone” offers to send you clients which are obtained without advertising and offers to bill you on their “advertising agency” bill head for advertising services or consulting services. Several lawyers and doctors, I even have spoken to, mistakenly believed that if they need a bill for advertising, it’s legal. These schemes are clearly illegal additionally to violating ethics and may end in an arrest and conviction. Know who you’re doing business with and live by an easy rule: If you’re trying to form something appear as if something else, it’s probably illegal.
In some states, like ny , if telephone calls are answered during a headquarters , nobody can decide which calls attend which lawyers. as an example , if the agency or call centre receives telephone calls from callers requesting different services like bankruptcy, criminal, divorce, and private injury, a referral may made when the operator decides which lawyer to send the decision to. albeit all calls request personal injury services and an operator is in a position to make a decision whether to offer the decision to lawyer “A” or lawyer “B”, a referral would be made.
2) Disparaging Other Lawyers: Advertising which incorporates a remark disparaging other lawyers is perhaps one among the quickest ways to urge into trouble. Not only is it unethical in most states, but lawyers who view your disparaging advertising will likely report you.
3) Misleading Advertising Claims: Claims should be carefully examined to avoid being misleading. Claims implying that your firm can get extra money or that your firm is powerful are misleading. Even a claim that you simply are a big-city lawyer, while it might be true, are often considered misleading as an implication of power or competency thanks to your location. In states, like ny , where the lawyer is required to charge the client for expenses, stating that there’s no fee unless you win won’t only violate ethics but subject you to a lawsuit.
4) Claiming to be an Expert: Most states prohibit lawyers from stating in their advertising that they’re an expert or that they concentrate on a specific practice area, unless the lawyer is board certified. Where the lawyer isn’t certified, some states, like Texas, require that the lawyer state that he or she isn’t certified (this rule should even be eliminated).
5) Vanity Telephone Numbers and internet site Domain Names: Some vanity telephone numbers and internet site domain names can violate legal ethics. confirm that your vanity phone number or internet site name avoids use of certain words which could potentially create an incorrect expectation within the mind of the buyer or violate one among the opposite ethics rules. Both vanity telephone numbers and internet site domain names shouldn’t imply that you simply are better than another lawyer, that you simply simply can accomplish something for the audience which will not actually occur or that you are an expert.
Use of words like “BEST”, “TOP”, “FOREMOST, “LEADING”, “WIN” and similar words during a vanity phone number or internet site name would likely create a misleading expectation within the mind of the buyer and can violate ethics rules in most states. The question is by who’s standards are you the simplest or leading and in what? 1-800-WIN-XXXX could also be good for a casino, but when used for private injury will imply that the one that becomes a client of the firm will win money when, in fact, which will not happen and albeit it does, it’s a gift for just compensation, not a “winning”. Laura Hodes in her article for the ABA Journal entitled Vanity Phone Numbers Make Your Firm Less Forgettable, quoted Will Hornsby, an expert on lawyer advertising and staff counsel within the ABA Division for Legal Services, who said that while there’s nothing unethical about vanity numbers, “1-800-I-WIN-CASES would be unethical because it’s making an unsubstantiated claim, creating unjustified expectations which will be true but still be misleading.”
6) Trade Names: Most states don’t allow lawyers to use trade names. While a 1-800 vanity telephone number are often branded in advertising so people remember the way to call you, it shouldn’t become your brand name .
7) Verdict Results: If you advertise previous settlements or verdict results, most states would require a disclaimer that prior results aren’t predictive of future outcomes. Claims must be true and you ought to be ready to prove it.
8) Use of Actors within the Commercial: Some states prohibit lawyers from using an actor within the commercial to portray a lawyer and have strict regulations regarding the utilization of testimonials, and therefore the portrayal of clients.
9) Dramatic Accident Re-creation: Some states prohibit use of dramatic accident recreations within the commercials.
10) Jingles: Some states prohibit use of jingles in commercials.
11) Office Address: Most states require that your headquarters address appear in your advertising.
12) Copy of Advertisement: Some states require lawyers to stay a replica of the advertisement surely period of your time . Some states require lawyers to submit a replica of their advertisements for prior approval.