Law is a profession ripe with tradition . This profession is one of the few self-regulating professions and is governed by a myriad of professional rules best accident lawyer, ethical opinions, and applicable common law. It is well-known that, historically, the law itself has slothfully adjusted to incorporate technological advances within its parameters. This is true regarding the ethical rules of professional conduct. Yet, as more and more legal professionals are now turning to the internet to market their practice through legal websites, blogs, and other social media outlets, there will become an increased need for further regulation regarding ethical advertising on the internet.
The American Bar Association (“ABA”) has draft model ethical rules for states to adopt and lawyers to follow. Today, these rules are called the Model Rules of Professional Conduct (the “Rules”) and were adopted by the ABA’s House of Delegates in 1983. These Rules were modified from the Model Code of Professional Responsibility. Additionally, the precursor to both was actually the 1908 Canons or Professional Ethics.
As noted, the Rules are not actually binding on an attorney until their state has either adopted them or some other related professional rules. Presently, all states except for California have adopted the ABA’s Rules at least in part. Most of the states have adopted the ABA’s Rules in full with slight modifications or additions to them. Other states, like New York, have adopted the ABA’s Rules but included somewhat substantial modifications.
The Rules and each state’s compilations do include provisions related to advertising and solicitation. Depending on the state, the distinction between each of these terms could be minimal or significant. Generally, “advertising” refers to any public or private communication made by or on behalf of a lawyer or law firm about the services available for the primary purpose of which is for retention of the lawyer or law firm’s services. In contrast, “solicitation” is a form of advertising, but more specifically is initiated by or for the lawyer or law firm and is directed to or targeted at a specific group of persons, family or friends, or legal representatives for the primary purpose of which is also for retention of the lawyer or law firm’s services.