Consumers' Perceptions of Selected Issues Relating to Advertising by Lawyers
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During the first three quarters of this century, advertising by lawyers was limited to office location or new firm member announcements, "yellow pages," and similar types of passive advertisements. This restricted use of advertising was primarily due to the American Bar Association's (ABA) desire to assure professional behavior by its members and to project a favorable image to the public. The ABA took the position that the methods used to market physical products were totally inappropriate for marketing professional services and that using advertising to aggressively acquire clients was a highly visible form of hucksterism which cast a cloud over the entire profession. Law school students were indoctrinated with this perception of advertising, and prior to 1977, state laws governing the ethical conduct of lawyers reflected this position.