Law Society of Alberta changes advertising policy
By Adnews Staff
The Calgary-based Law Society of Alberta has altered its policy regarding the way in which that province's lawyers may advertise their services. According to the society, the changes are intended to ensure that lawyers promote themselves in a professional manner. Lawyers may not, with certain exceptions, solicit work from people needing legal services due to traumatic circumstances. Lawyers may not advertise in any way that misleads the public about the outcome of a legal matter. This includes using dollar signs or phrases such as "maximum recovery" in their ads. Advertising cannot include statistical data or other information intended to indicate past or future success. Ads cannot use photographs of people who are not members of the firm. Ads cannot use images of dramatic or graphic scenes. This includes emotional appeals, dramatizations, sound effects, celebrity endorsements, "hawkish spokespersons" and "slapstick routines." Finally, ads cannot, with certain exceptions, refer to a lawyer's status as a former master, justice or judge. According to the society, these changes take effect immediately.