The Pennsylvania Code of Professional Conduct & Solicitation
Traditionally, lawyers got new clients through their own reputations. With the advent of television, mass marketing tools and the Internet, lawyers in Pennsylvania were given permission to advertise to get new clients. The Pennsylvania Rules of Professional Conduct specifically address how lawyers can advertise. The rules also impose certain limitations.
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Trustworthy Requirement
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Clients normally seek legal advice because they are under some sort of pressure. It is imperative that lawyers not take advantage of the client's weakened state. Lawyer advertisements must be accurate and must not mislead.
Permissible Advertising
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Legal advertising should include the areas of practice and locations. If fees are mentioned, the lawyer must honor the fee and must inform the client that the client may be required to pay certain costs, like court costs. Records of the advertisement must be kept for two years. Endorsements are permitted by real people if they are not paid for, and in the case of a client, must have the consent of the client.
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Prohibited Advertising
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Lawyers cannot market themselves to potential clients through direct means, such as phone calls and electronic mail. Exception to this rule include when the lawyer has a familial or professional relationship with the prospective client or if the client seeks out the lawyer. Lawyers can't accept cases just to refer them to other lawyers.
Specialty Practice
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Lawyers or law firms can say they concentrate in certain areas of practice. They can't say they specialize unless they are certified by a properly relevant organization. For example, patent law and admiralty require advance certification.
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References
- Photo Credit old television image by inacio pires from Fotolia.com
