Ethics

Online attorney advertising, law firm websites, and various other online legal marketing initiatives are subject to the rules of professional responsibility of the state in which a lawyer is licensed (and perhaps in other states where they are advertising).

Every lawyer should be familiar with the rules of professional responsibility that are applicable to them. Ultimately, it is the responsibility of each legal professional to comply with the rules that govern their advertising and marketing campaigns.

If you outsource your law firm’s web design project, search engine optimization, paid search, or Internet advertising & marketing, it’s a good idea to discuss attorney advertising ethics and be sure that your web consultants are familiar with the unique ethical aspects of marketing a law practice online.

No web marketing technique or strategy is worth jeopardizing your professional reputation or law license.

We have provided some basic information about legal marketing and advertising ethics on this site for information purposes only. Lawyers should check with their state bars for information on complying with their state’s applicable rules.

The ABA’s Model Rules:

Information About Legal Services
Rule 7.1 Communications Concerning A Lawyer’s Services
A lawyer shall not make a false or misleading communication about the lawyer or the lawyer’s services. A communication is false or misleading if it contains a material misrepresentation of fact or law, or omits a fact necessary to make the statement considered as a whole not materially misleading.

Information About Legal Services
Rule 7.2 Advertising
(a) Subject to the requirements of Rules 7.1 and 7.3, a lawyer may advertise services through written, recorded or electronic communication, including public media.

(b) A lawyer shall not give anything of value to a person for recommending the lawyer’s services except that a lawyer may

(1) pay the reasonable costs of advertisements or communications permitted by this Rule;

(2) pay the usual charges of a legal service plan or a not-for-profit or qualified lawyer referral service. A qualified lawyer referral service is a lawyer referral service that has been approved by an appropriate regulatory authority;

(3) pay for a law practice in accordance with Rule 1.17; and

(4) refer clients to another lawyer or a nonlawyer professional pursuant to an agreement not otherwise prohibited under these Rules that provides for the other person to refer clients or customers to the lawyer, if

(i) the reciprocal referral agreement is not exclusive, and

(ii) the client is informed of the existence and nature of the agreement.

(c) Any communication made pursuant to this rule shall include the name and office address of at least one lawyer or law firm responsible for its content.

Additional Attorney Advertising Ethics Resources: