ILNews

Bell & Gaerte: 3 things to know about legal advertising

Back to TopCommentsE-mailPrintBookmark and Share

Bell Gaerte 3 thingsThe Indiana Rules of Professional Conduct define the term “advertising” broadly. Ind. Professional Conduct Rule 7.2(a) defines “advertising” as “any manner of communication partly or entirely intended or expected to promote the purchase or use of professional services.” (Emphasis added) Therefore, these rules cover communications on your website, blog and even social media. Regardless of whether or not you advertise on billboards, you likely need to pay attention to the advertising rules. Here are three things to know about legal advertising.

1. The truth will not always set you free.

Indiana Rule of Professional Conduct 7.1 states that: “A lawyer shall not make a false or misleading communication about the lawyer or the lawyer’s services.” This rule also states that a communication may be misleading if it “omits a fact” which makes the communication a material misrepresentation. Therefore, the fact that every representation included in a communication can be verified is not enough to satisfy the requirements of Rule 7.1. If you truthfully state in an advertisement that you have “never lost a jury trial,” that statement will be considered misleading if you have never actually tried a jury trial. Simply being literally truthful is not sufficient.

An illustration of a “misleading” advertisement can be seen via In the Matter of Gerling, 777 N.E.2d 1097 (Ind. 2002). In that case, a law firm’s billboard advertisement stated “Expect more from a Gerling attorney.” All of the individuals on the billboard were employees of the firm, but one was not a lawyer. Gerling argued that the material was not misleading because there was no claim that everyone pictured was an attorney. However, the court found that the advertisement was still misleading because not everyone on the billboard was an attorney – from whom you could “expect more.” Id. at 1097-98.

2. Advertise your “commitment” to obtaining results.

The Comment to Rule 7.1 prohibits “any reference to results obtained that may reasonably create an expectation of similar results in future matters.” The Supreme Court of Indiana disciplined an attorney who stated in his advertisement that he could “obtain the best possible settlement” because it likely created unjustified expectations by prospective clients. Matter of Wamsley, 725 N.E.2d 75-77 (Ind. 2000). However, the Supreme Court determined that the “commitment to obtaining the best possible settlement” was not impermissible. Matter of Benke and Crawford, 892 N.E.2d 1237, 1239 (Ind. 2008). In doing so, the court explicitly distinguished an advertisement’s promise to obtain a result from the promise to be committed to the same. In your marketing materials, emphasize your “commitment to results” and de-emphasize or eliminate your reference to the actual results themselves.

3. Don’t trust your final marketing product to a non-lawyer.

Many attorneys have faced disciplinary issues because they delegated the task of producing an advertisement to an advertising agency or a non-lawyer staff member in his or her firm. Guideline 9.1 of the Indiana Rules of Professional Conduct states that “a non-lawyer assistant shall perform services only under the direct supervision of a lawyer.” Rule 5.3 of the Indiana Rules of Professional Conduct further discusses responsibilities regarding non-lawyer assistants. On a number of occasions, the Supreme Court of Indiana has found a lawyer’s conduct in violation of the Rules of Professional Conduct for the failure to supervise a non-lawyer.

For example, the court found that an attorney violated Rule 9.1 when he allowed his assistant to place an advertisement containing objectionable content. In re Cartmel, 676 N.E.2d 1047 (Ind. 1997). The advertisement was published multiple times before the attorney saw it, at which point he “promptly cancelled it.” Id. at 1049. However, the cancellation was too late for disciplinary purposes. The Supreme Court of Indiana emphasized that the attorney was ultimately responsible for any advertising material created on his behalf and if the material was objectionable he was ultimately responsible. The main lesson here is that all final products produced for an advertisement must be reviewed by a lawyer to ensure that the advertisement complies with the Rules of Professional Conduct.•

__________

James J. Bell and K. Michael Gaerte are attorneys with Bingham Greenebaum Doll LLP. They assist lawyers and judges with professional liability and legal ethics issues. They also practice in criminal defense and are regular speakers on criminal defense and ethics topics. They can be reached via email at jbell@bgdlegal.com or mgaerte@bgdlegal.com. The opinions expressed are those of the authors.

ADVERTISEMENT

Post a comment to this story

COMMENTS POLICY
We reserve the right to remove any post that we feel is obscene, profane, vulgar, racist, sexually explicit, abusive, or hateful.
 
You are legally responsible for what you post and your anonymity is not guaranteed.
 
Posts that insult, defame, threaten, harass or abuse other readers or people mentioned in Indiana Lawyer editorial content are also subject to removal. Please respect the privacy of individuals and refrain from posting personal information.
 
No solicitations, spamming or advertisements are allowed. Readers may post links to other informational websites that are relevant to the topic at hand, but please do not link to objectionable material.
 
We may remove messages that are unrelated to the topic, encourage illegal activity, use all capital letters or are unreadable.
 

Messages that are flagged by readers as objectionable will be reviewed and may or may not be removed. Please do not flag a post simply because you disagree with it.

Sponsored by
ADVERTISEMENT
Subscribe to Indiana Lawyer
  1. Building social-media presence is inevitable for Law Firms. These tips are very useful to strengthen social media presence. Thank you for sharing this. NirwanLawCorp.com.

  2. Mr. Levin says that the BMV engaged in misconduct--that the BMV (or, rather, someone in the BMV) knew Indiana motorists were being overcharged fees but did nothing to correct the situation. Such misconduct, whether engaged in by one individual or by a group, is called theft (defined as knowingly or intentionally exerting unauthorized control over the property of another person with the intent to deprive the other person of the property's value or use). Theft is a crime in Indiana (as it still is in most of the civilized world). One wonders, then, why there have been no criminal prosecutions of BMV officials for this theft? Government misconduct doesn't occur in a vacuum. An individual who works for or oversees a government agency is responsible for the misconduct. In this instance, somebody (or somebodies) with the BMV, at some time, knew Indiana motorists were being overcharged. What's more, this person (or these people), even after having the error of their ways pointed out to them, did nothing to fix the problem. Instead, the overcharges continued. Thus, the taxpayers of Indiana are also on the hook for the millions of dollars in attorneys fees (for both sides; the BMV didn't see fit to avail itself of the services of a lawyer employed by the state government) that had to be spent in order to finally convince the BMV that stealing money from Indiana motorists was a bad thing. Given that the BMV official(s) responsible for this crime continued their misconduct, covered it up, and never did anything until the agency reached an agreeable settlement, it seems the statute of limitations for prosecuting these folks has not yet run. I hope our Attorney General is paying attention to this fiasco and is seriously considering prosecution. Indiana, the state that works . . . for thieves.

  3. I'm glad that attorney Carl Hayes, who represented the BMV in this case, is able to say that his client "is pleased to have resolved the issue". Everyone makes mistakes, even bureaucratic behemoths like Indiana's BMV. So to some extent we need to be forgiving of such mistakes. But when those mistakes are going to cost Indiana taxpayers millions of dollars to rectify (because neither plaintiff's counsel nor Mr. Hayes gave freely of their services, and the BMV, being a state-funded agency, relies on taxpayer dollars to pay these attorneys their fees), the agency doesn't have a right to feel "pleased to have resolved the issue". One is left wondering why the BMV feels so pleased with this resolution? The magnitude of the agency's overcharges might suggest to some that, perhaps, these errors were more than mere oversight. Could this be why the agency is so "pleased" with this resolution? Will Indiana motorists ever be assured that the culture of incompetence (if not worse) that the BMV seems to have fostered is no longer the status quo? Or will even more "overcharges" and lawsuits result? It's fairly obvious who is really "pleased to have resolved the issue", and it's not Indiana's taxpayers who are on the hook for the legal fees generated in these cases.

  4. We are a Finance Industry Company professionals with over 15 Years Experience and a focus on providing Bank Guarantee and Standby Letter of Credit from some of the World Top 25 Prime Banks primarily from Barclays, Deutsche Bank, HSBC,Credit Suisse e.t.c. FEATURES: Amounts from $1 million to 5 Billion+ Euro’s or US Dollars Great Attorney Trust Account Protection Delivered via MT760, MT799 and MT103 Swift with Full Bank Responsibility Brokers Always Protected Purchase Instrument of BG/SBLC : 32%+2% Min Face Value cut = EUR/USD 1M-5B Lease Instrument of BG/SBLC : 4%+2% Min Face Value cut = EUR/USD 1M-5B Interested Agents/Brokers, Investors and Individual proposing international project funding should contact us for directives.We will be glad to share our working procedures with you upon request. We Facilitate Bank instruments SBLC for Lease and Purchase. Whether you are a new startup, medium or large establishment that needs a financial solution to fund/get your project off the ground or business looking for extra capital to expand your operation,our company renders credible and trusted bank guarantee provider who are willing to fund and give financing solutions that suits your specific business needs. We help you secure and issue sblc and bank guarantee for your trade, projects and investment from top AA rated world Banks like HSBC, Barclays, Dutch Ing Bank, Llyods e.t.c because that’s the best and safest strategy for our clients.e.t.c DESCRIPTION OF INSTRUMENTS 1. Instrument: Funds backed Bank Guarantee(BG) ICC-600 2. Currency : USD/EURO 3. Age of Issue: Fresh Cut 4. Term: One year and One day 5. Contract Amount: United State Dollars/Euros (Buyers Face Value) 6. Price : Buy:32%+1, Lease: 4%+2 7. Subsequent tranches: To be mutually agreed between both parties 8. Issuing Bank: Top RATED world banks like HSBC, Barclays, ING Dutch Bank, Llyods e.t.c 9. Delivery Term: Pre advise MT199 or MT799 first. Followed By SWIFT MT760 10. Payment Term: MT799 & Settlement via MT103 11. Hard Copy: By Bank Bonded Courier Interested Agents,Brokers, Investors and Individual proposing international project funding should contact us for directives.We will be glad to share our working procedures with you upon request. Name:Richardson McAnthony Contact Mail : intertekfinance@gmail.com

  5. Affordable Loan Offer (ericloanfinance@hotmail.com) NEED A LOAN?Sometime i really wanna help those in a financial problems.i was wondering why some people talks about inability to get a loan from a bank/company. have you guys ever try Eric Benson lending service.it cost dollars to loan from their company. my aunty from USA,just got a home loan from Eric Benson Lending banking card service.and they gave her a loan of 8,000,000 USD. they give out loan from 100,000 USD - 100,000,000 USD. try it yourself and testimony. have a great day as you try.Kiss & Hug. Contact E-mail: ericloanfinance@hotmail.com

ADVERTISEMENT