FTC Staff Comment Before the Illinois Supreme Court Committee on Professional Responsibility Concerning Rules Governing Attorney Advertising

-	.'- /rJ	, 	--...
FEDERAL. TRA~E 	COMMISSION
WlSHINGiO~ 	D C 	20560
E~7C2:-3~e5
R:cta:c 	T. 	D~~:"'.
D~~~, 	Goe:e~, 	~~:~
€C~ 	Peoples 	~~~v 	B
P.O. 	Box 	348:
B loom i r.; ton, 	I L
c~,
?\ o\' e--:-'::: e =- 	2 G, 	1 9 E6
,..,.,-- .	~....J. •••••
':":-:e 	?e::~:-=~ 	.-:- .... -.:.c. 	Co--i"''''io~'''' B 	ea·'c:: 	o~ 	Corr.""o,.;t;o'"	_.C'''''_ 	....... __ 	",_ 	__ 	_ 	':-_".J.. 	'"
CC~E~~e:- 	Prcte=tio~ 	a~:: 	E=o~o~ics- 	a:-e 	p:easea 	to 	s~brr.it 	these
co~~e~ts ~es?ect:~; p~o?ose= rro:::fications 	of 	t~e 	I:~inois Coce
cf 	?~ofess:ona! Respo~5::ility.
I~ 	t~is 	letter 	~e 	foc~s 	s?e=~~ica:~y o~ 	t~e 	proposed 	rules
a!fe=ti~s a~ve~ti5:ns an:: 	so~icitation by 	la~ye~5. 	Truthful,
noncece~tive a::vertis:ng 	cisserninates 	information 	about 	the
incivic~a:s or 	firrr.s 	that 	offer 	services 	that 	consumers 	may 	~ish
to 	p~~cr.ase. 	Suc~ 	inforrr.ation 	facilitates 	purchasing 	decisions
that 	re:lect 	true 	consu~er preferences 	ane 	promotes 	the 	efficient
celivery 	of 	services. 	E~~ir:cal evicence 	supports 	the
p~opc5:tic~ that 	re~ovins restrictions 	o~ 	truthful 	information
abc~t 	1~~~er5 an:: 	le5~! 	services 	enhances 	com?etition 	and 	lowers
Fr:cEs. 	Altho~;~ so~e concern 	has 	been 	voiced 	that 	advertising
~ay 	lead 	to 	lower 	quality 	legal 	services, 	e~pirical ~ork 	suggests
that 	t~e 	q~a~ity c: 	services 	p~ovidea ty 	firms 	that 	acvertise 	is
2t 	lea~~ 	as 	hic~ 	as, 	if 	~~~ 	hi;~er 	t~an, 	that 	of 	firms 	that 	co
r:ot 	a6vertise. 3
~he 	Co~~':'ttee's 	p:o?osals 	a~pear 	to 	permit 	more 	attorney
a~ve:t':'si~S thai. 	the 	current 	Coae 	of 	Professional 	Responsibility,
anc 	t~:s 	~ill provide 	benefits 	to 	consu~ers of 	lesal 	services.
Tr.e 	proposals, 	ho~ever, 	still 	unnecessarily 	restrict 	advertising
2
T;,i~ 	letter 	represe~ts t~e 	vie~s of 	the 	Bureaus, 	an= 	not
necEssarily 	those 	of 	t~e 	Commi~s:o~. 	The 	Co~~ission,
however, 	r.zs 	a~tr.or:zea submissio~ of 	these 	corr~ents.
l
Cleve~a~c 	RE9':'O~2: 	Of~ice 	an= 	B~rea~ 	of 	Econo~ics, Fece~al
':' r c ~ e 	Cc :::::-. : s s .:. 0:;, 	1m::, r eli,' .:. "C 	Con s" j7. erAc c e sst0 	Le:; 2.1
SE=~~CE£: 	~~e 	Case 	!o: 	Re~~vi~~ R~s:rictjo~s O~ 	T=ut~~~:
A ":v.·r".'c::;~a 	r'Oc~'l	__ 4 ~~_ 	'J. 	_,.".
':'. 	~~:~s 	ar:~ 	r. 	~cC~esney, A6vert:s::;o 	a~6 	t~e 	?r':'ce 	a~=
C' ',,; =: .:. t ": 	0 f 	Lee =~ 	Se r vic e s: 	'!' he 	Ca 5e 	for 	Le sal 	C: i ;'") .:. c s, 	A.-:.•
3ar 	FO:'::ic. 	Researcr: 	(:979).

Ric:-.;::::: 	-2-
a~out 	att=:~eys a~= 	:e;a: 	se:vi=es. 	To 	i~c:ease 	the 	availability
of 	trut~:~:, 	nc~jece~t:,~ i~:=:~c:i=~ to 	CO~S~~=:S, 	~e 	urge 	t~e
Co~~ittee to 	~a~e 	t~e 	fo~: 	fc::c~i~S ~o~ificatio~s to 	pro?ose~
R~les 	2-20: 	a~= 	2-:C3: 	(2: 	~=~i:y t~e 	6e:initio~ of 	false 	a~~
m:s2ead:;,= 	a:::ve:tisi;,; 	i;, 	R~:e 	2-}02(5) 	so 	tr.at 	i: 	wo~:c 	not
~:o~i~it t:~t~:~:, 	nc~cece~tive testiw~nia:s, e;,=~:sements,
s~3te~e~~s a~o~t 	a 	~a~~'e='~ 	ex?~:ie~ce, 	a~~ 	co~~~:~so~s 	that
cc~,~.ct be 	~~a;,t::ie::; 	(::. 	~~::i::.: ?'t.::e 	2-2:)}(::) 	t= 	eli~inate t:-.E:
list 	c: 	a~~:~,e::: "F~~::C ~e::ia" 	t~2t 	la~ye:s ~2~ 	~se 	to
a::',,'e:tis0; 	(3) 	A::-.€:'".:: 	R:..::e 	2-28: (c) 	to 	eli:::inate 	:est:ictions 	c~
sc:icitatio;, 	ex=ept 	f~: 	solicitation 	of 	persons 	~~o, 	because 	of
t~eir 	pa:tic~22r c::c~~stances, a:e 	vuln€:a~le to 	undue
i~:2~ence; a~c 	(~) 	~le~= 	Rule 	2-~03 	so 	that 	it 	~i:2 	not 	prohibit
cooc~ill acvertisi~s or 	tr~t~:u}, nondeceptive 	state~ents tha~ 	a
:c~ye~ 	is 	ex?e::e~ce= i~ 	a 	pa::~cular 	field 	of 	12~.
Ke 	f~:ly 	endorse 	t~e 	Co::::::ittee's 	vie~ that 	false 	a~c
cece~t~v€ a~ve:tisins s~o~:d be 	prohibited. 	Nonet~eless, we 	a:e
Co~cE:~e~ ~~O~: 	t~~ 	pctE~::a: ~f:e~ts of 	t~~ of 	~~e 	definitio~s
cf 	"~~~SE·t a~~ 	~m~s~ea~i~s" co~taine~ in 	R~!e 	2-!C:.
7""i:Et, 	pro?ose:: 	R~.'e 	2-l:::1Ic) (2) 	COuld 	::-e 	re~:: 	to 	prohibit
c~:e~~ e~=~:se~~~ts c~= 	t:~t~:~: cC~w~~icatio~s a~out an
attor~ey's 	reco~= 	cf 	f=vora~:e ve~cicts. 	T~e 	A3A 	committee
CO::-~€~t5 aCCOffipanj:ng 	~3A ~o=el 	R~le 7.1, 	fro~ 	w~ic~ 	Rule 	2-
,:C2.'c.' [:) 	:5 	de:ive::, 	s;.;~gest t~Jat such 	in:orr:cat:o:-: 	is 	"likely 	to
c:eate 	c:-: 	~~j~sti£iec 	expectation 	about 	results 	t~e 	la~yer can
ac~ieve/" anc 	should 	be 	prohib:tet. 	~~e ABA's 	interpretation
ap?€3:s 	to 	~e 	unnecess2rily 	:estrictlve 	ana 	may 	discourage
t:ut~:u:, nondeceptive 	communications. 	Accorcinsly, 	we 	urge 	the
Co~mittee to 	delete 	this 	provision.
Many 	law 	firms 	list 	references 	and 	major 	c2ients 	in 	the
}:artincale-Ru~bell La,," 	Directory. 	The 	choice 	of 	the 	listed
c:icnts 	is 	ge~erally no 	accident, 	but 	re:lects 	an 	intuition 	t~at
the 	r€?:ese~tation of 	a 	~ajor 	bank 	or 	co:poraticn 	~ay 	s~Sgest to
potential 	clients 	th~t 	the 	firIT 	can 	tancle 	co~~licated :esal
pro~le~5, c: 	cases 	in 	w~ic~ 	l2rse 	su~s 	of 	money 	r!y 	be 	at 	risk.
70 	pe:~it 	s~ch majcr 	clients 	to 	a~tES: 	t~~t~f~lly in 	en~orse~E~:
a6vertis~ng that 	t~ey 	use 	a 	fi:m's 	le;a: 	se:vices 	simply 	sives
~~e 	ge~e:c: 	?~:~:c 	tte 	sa~e 	informatio~ t~=: 	:s 	a.aila~:e to
u~~:s 	0: 	~e;=: 	cirecto:ies. 	S::::i2a:2y, 	when 	a 	fa=ous 	~thletE c:
=c::: 	?7~'e=:s 	:~ 	a 	c:J:T.:.,e:-cia} 	to 	S~" 	t:--.:tt-,f:..::::r' 	t~at 	he 	USES 	C:
F~:::C~~=: 	~;:ffi 	or 	atto:-ney, 	it 	te 	15 	co~su~e:s t~at 	someo~e 	~~8
cc:'". 	S?~:J': 	~ 	s~2s:.a~;:i<:l 	51.:7:'. 	t:::> 	fin 	a 	sooc 	atto:ney, 	ane 	... :-::::> r..=:'

-3-
have 	siS:;i:ic:~: asset; 	a: 	stake, 	be~ieves a 	pa::::ular 	lawyer 	to
~e 	e::ective. 	At 	t~e 	very 	:~as~, 	s~c~ 	e~co:se~e~:~ may 	en~a~ce
au6ience 	a::e:;:ion 	a;,~ 	ret€:;tio:;, 	a~~ 	co~sesue~::! increase 	the
effect:ve~ess of 	t~e 	acve:t:seme:;t.
0: 	co~:se, 	ffi3~; 	a::o:ne~'s 	~o 	not 	have 	large 	c~rporate or
fa~o~5 	j~C:~:C~5: c:i~;,ts. 	2~t 	~e 	are 	not 	a~5:e :~ 	a~y 	rease:; 	to
te:ieve 	t~:: 	it 	wouJ~ 	~E 	ha:~f~l 	for 	a~ 	averase 	c:~sumer 	to
-~- 	- 	~- 	- 	cO--c-~i-' 	a--" 	~o 	s-" 	t1'""""'f "1' 	t"-- 	~e 	reeel've"::	c:- .:-' e::l _ 	...:::> 	.:'." _. I... _ c: _ 	.. " 	'-. 	c: 	_ '" '" .' 	l,; _ 	~ 	"c: _ •. 	...
r:e~?: 	ane 	sa::sfa:tory 	ser,lce 	fro~. a 	part:c~la: 	attorney.
1-.2.::10\.)9:-. 	rr.2.~Y 	:actors 	o:':'e: 	t:-,an 	a:; 	attorney's 	5',::1 	can 	affect
t~€ 	o~tcoffie 0: 	a 	cas~, 	t~ere 	is 	no 	reaso~ 	to 	bel:~~e 	that
co;,su~erE n~ively eXpEct 	tta: 	the 	f~turE will 	a2~:!5 	resem~le
tr-;e 	pas:.
Seconc:, 	propose:: 	~~:e 	2-202.{a) (3) 	a~,lo....,s 	co::-_-.:nications 	that
acc~ra:el:/ corr.?are 	t::e 	pa:tic;J:2.r 	q:.l2.1ities 	of 	la,,-.:·ers 	or 	their
services, 	but 	on2y 	if 	"t::e 	comparison 	can 	be 	fac:~a!ly
substa~tiated." 	T~is m2.Y 	preclu~e 	truthful, 	non~e:eptive
state~~:;:s :::a: 	are 	net 	a~er.a~)e to 	e~?i:ica: te=::ng. 	[xa~?:es
of 	suc:: 	st2.te~ents are 	"Friendlier 	service" 	or 	"~::e 	convenie~t
~o~:s~n 	Suc~ 	st2.te~ents, anc 	others 	that 	may 	~e 	~~re 	"puffery,"
are 	no~ 	:ea~i!y s~jje~t 	to 	ve!ific6tio~, but 	their 	benefits 	may
out~e5s~ 	a~y 	po££i=:e 	harrr.s 	beca;Jse 	they 	incica:e 	~~ic~ s~a:ities
t~e 	a~~er~iser dee~s 	i~?2rta~t. 	We 	~rge 	the 	Co~=ittee to 	mocify
rro?c.sec 	r\~:e 	2-10! (c.) (3) 	by 	substituting 	t~e p:-.r:se 	"has 	a
reasor:a~:e 	basis" 	for 	tte 	p~rase "can 	be 	factual::
s u ~. ~ t 2. ~, ~ ~ ate::: . 11
Ru'e 	2-l0: (~): 	A:),::ro\,ec 	~e~ia
~e 	are 	concerne~ abOut 	the 	listing 	of 	permittee 	me=ia 	i~
proposec 	Ru:e 	2-10l(b), 	because 	attorneys 	and 	la-;ers 	groups 	may
interpret 	it 	as 	excl~sive an~ 	conclu~e that 	all 	Ee~ia 	not 	liste~
are 	pro~ibitec. 	The 	listing 	of 	specific 	media 	that 	may 	be 	usee
5n 	advertising 	could 	o:sco~rage innovation 	ano 	t~E 	use 	of 	novel
for~s of 	expression 	in 	~ays 	not 	intencec 	by 	the 	Cc~~ittee,
espEcially 	since 	t~e 	ter~ 	"public 	mecia" 	is 	am~is~~us. 	For
exa~?:e, 	t~e 	rule 	rr.ig~t be 	interprete~ to 	prohibi: 	sponsors~ip of
exhibits 	or 	yo~t~ sports 	tea~s. 	Mo:e8ver, 	the 	r~:e 	fails 	to
a~~ic:?atE cGa~sing te~t~olosies. 	If 	ft~~itten c~~unicatio~" 1£
inter? 	ete~ 	to 	refer 	c~:y 	to 	physica:ly 	?er~ane~: ~ritin5s,
a=,ert 	.si~S 	in 	co~?~ter ~ulletin boa:~5, 	o:;-line 	:irectories, 	or
ot~er 	~c:e=si~;:y ?o?~:a: ele~tronic ~e~ia may 	:e 	protibitec.

D:..: c.:-. 	-~-
P:opc~e::: 	R:.:2e 	2-J al (ei 	r:o~. :.its 	la·.;j'e:s 	f:::~. solicit:;;S
professic,,2:: 	e~.ploYJii€:;t by 	0 	nO:1 	a";ye:, 	bot!-. 	in 	::'2:S0:1 	a!"lc 	:,::
t 	~e-~o-e 	.n'e-r~-~ 	'E~tE- 	o· 	o~~·c~ 	't'~g 	~_'-_"-J cert~~.~.	E. 	r" 	.• 	, 	.. \,..- 	::-"'t"-., 	- 	~ 	- 	- 	~.- ......·r: 	1., 	, 	- 	_.
!"l=:ro~ exceptio:;s. 	T~is 	?:o~ibitio;; is 	overly 	::~ac 	beca~se 	it
~=~:= 	?~~~:~=~ 	::~~~:~: I 	~=~:e~E;~:ve 	co~~~~ica::~~s 	i~
C~:C~~5ta~:ES 	t~2t 	pOSE 	lit~:e 0: 	~c 	ris~ 	of 	U~~~~ 	i~f:ue~c€.
Ce;'E:..:~e:5 cc:..::~ ~e 	p:oteete::: 	by 	a 	:;a::owe: 	prohi~ition of 	fa:sE
0: 	:::eCe?::vE 	co~~:..:;.ic~:io;.s c;.~ 	u:1invitec 	in-pe:::~:; co;;tact 	~ith
~e:so:;s ~~o, 	:e::a~5e of 	t~ei! 	pa:tic~:a: ci!cu~s:!;;ces, are
~~:;;e:able to 	u:;:::~e 	i;.flue:;ce.
':e ·u:;:5e:sta:-.::: 	that 	the 	COi:'.:7.:ttee 	has 	not 	re·:ie",.. e:: 	tr:is
F:O?ose~ R~~e 	S:;;CE 	t:-:e 	Seve;;::-: 	Circuit 	issued 	::5 	opinio:; 	i~
A~!~s v. 	Attor~E~ Recist:atio:; 	an::: 	Disci~lj~a!~ 	Co~~issio:1, 	ec:
~2.:- 96S ('7t:-. 	ei:. 	198E). 	i-(e 	a:50 	uncersta:-1d 	t:-.!t 	the 	Corr.;.;it:ee
;nte;;cs 	to 	l.,a;:e 	this 	proposal 	cO:-lsister.t 	...:ith 	t:-.2: 	opinion. 	1:1
A:::a~E, 	t~e 	Seve~~h 	Ci~cu:t 	relied 	O!"l 	the 	First 	~~e!"lcment to
s~sta:n a 	p~€:i~inar: 	in:unct:o~ 	against 	enforce=~~t of 	t~e
IJ':nc:s 	6:scip:ina:y 	ru:e 	ban~ins 	targeted 	mai::ngs. 	The 	co~:t
he:~t~a~ 	t~e 	state's 	interest 	i!"l 	preventing 	coe::io~ of
cc~s~~~:s ~aE 	:;2: 	s~2sta;.tia: il. 	the 	context 	of 	=ailings. 	As 	t~E
cc~~t 	nc:e:::, 	t~~ 	CC;'S~~0: ~!y 	si~p:y th~o~ o~t 	a 	:ette: 	or 	~2;
rEa~ 	it 	sE~eral 	times 	an~ 	re~:ect on 	its 	conten~5 before 	~akinsa
cecisic;.. 	~e 	be:iev( 	t~at 	the 	A:::a~s o?inion 	prc~ices compel:ing
s~~~~r: for 	t~e p~oposition, ~~ich 	we 	cOJiimenc 	to 	the 	Com~ittee,
that 	letters, 	te:e9ra~s, anc 	other 	~ritte;; co~.~~ications shou:d
bE 	treate: 	:-10 	cifferent:y 	fro=. 	ct~e: 	forms 	of 	ac~ertising.
~:ith extremely 	lirr.itec 	exceptions, 	proposec 	Rule 	2-10} (c)
prohibits 	te!ephone 	ana 	in-person 	solicitation.- 	This 	prDvisic~
is 	more 	restrictive 	tha:1 	necessary 	to 	protect 	consumers 	beca~se
atto~r.eys can 	use 	these 	means 	of 	comm~nication to proviae
tr~thfulf nonceceptive 	inforrnaticn 	in 	many 	situations 	without
r:s~ 	of 	~~cue 	influ€~ce. 	For 	exa~?le, 	it 	is 	not 	:lear 	to 	us 	~tc~
so~icita:ion o~ 	a 	bus::1ess 	person 	at 	a 	b~siness 	c: 	social
gathering 	~o~:~ 	necessarily 	invo:ve 	u:1c~e 	in~lue~=e. 	Si~i:ar:YI
consu~erE are 	accusto~e= to 	recei~i~; telepr:o~e cal!s 	offerin~
goo=s 	on= 	services, 	a~d 	they 	ca;; 	easily 	terminate 	un.antec 	cal:s.
As,t~e c;~~io~ 	~~ 	O~~E:i~: v. 	C~i0 S~a~e Ba: 	~ssocia~i~~, 426
V.S. 	4~-: 	'~?-:2\, 	derr.o:-Js:ra:es, 	so:-:"e 	i;-:-p~rs::~ 	co~:acts 	can 	res-..:::
:~ 	~~=:..:~ 	i;.::~en2e. 	3-..:: 	t~is 	is 	not 	a 	jus~i:ic=t:on 	for 	a
~rc~:~i:~c;. 	c~ 	a:! 	suc~ 	con:scts, 	jus: 	as 	t~e 	pos5ibility 	c:
c€2€p:io~ ?rov::::es 	no 	le;iti~~:e basis 	for 	ba~~i~; a22
a~~e:~~5e~e~ts. 	~~E 	Fe~erel 	~ra~e 	Cc~~~ssic~ cc~~~~e=e~ ~~e
cc~c~:~s 	t~at 	~~~~~:ie 	t~E 	O~:22j~ cp:~:c~ ~~e~ 	:: 	decis~~

-	.. 	-5-
A:7 e :i c a:"': 	~~ '2 : : :: :: : 	.!.. s s :: c: : ~: 	v .. , 	9 ~ 	F.:-. c. 	i 0 l 	(19 i ~:, 	a!" f '0 	632 	F.
20 	443 	(~::: Ci:-. 	l::::, 	a:' 	Ie 	r..e;':".. 	b'" 	a:-. 	e:::;;.;a:'v 	c:videc 	COLl:-t,
455 	u.s. 	C':; 	(:9:2). 	".:te: 	....·e:c;:-;:.:1; 	t;-.e 	possi:::: 	!"larrr;s 	ane
be~efits 	to 	co~s~~e:s, 	t~e 	Corr~:ssion orce:ec 	k~~ 	to 	cease 	2:1e
cesist 	from 	restrict:;.; 	solicitat:o:1, 	but 	permit:ec 	~v~ 	to
pros::r:~E u~:r.\it€~, 	:n-p€rso~ sol;:::ta:io~ of 	p€rso~s w~o,
beca~se 0: 	t~ei: 	particulc:- 	circu~stances, are 	v~:ne:-able to
u~~u~ 	i~:l;.;€~::e. 	~E 	u:-g~ 	t~a: 	t~E 	Co~~ittee a:::::~~ t~:s 	sta:",:d2r~
~c 	prote:: 	CO~SU~E:-S ~~:le 	a:lo~:~g 	t~e~ 	to 	rece:~e 	i~fcrmatio:"':
~~~~t 	cva~la::e :e;=: 	se:~:cE2.~
- )
".
.,. - ':",P \.. Co ....	.-..J_ ...... __ 	~:-:~e:es£c=~/
i:-J 	F:O?O~e~
res::-:ctic:-:
Ru~€ 	2-103,
C':'"': 	aC:vertis:~'.';, 	lr~ 	0";:-
~~ic~ prov::es 	t~at:
" [.~.' 	l a ""y e r 	0 r 	:.:.. r:i, 	In a y 	s? e c i f Y :
* 	* ,.
(2) 	Ot~E:- 	ir.:o=~~::O:1 a~out 	the 	la~~Er
0: 	f::~, 	t~eir p:-actice, 	0: 	the 	types 	of 	le:;:
~~~~E:S 	i~ 	~~~ch 	t~ey 	~~~l 	acce?t 	e~?1oyrn€~~, ~~~c~
a 	!e2S0nc~~e 	~ers(~ 	mic~t 	~e~c~c 	as 	relEva:",:: 	:n
ee:e:~:~in9 ~~et~er 	to 	seek 	tt.ei= 	services."
(:~~~a~:s accef.)
Pro?cse:5 	R~:e 	2-~03 (a) (2) 	is 	..... oree:: 	a'..most 	id€n::::al.ly 	to
exis::;;= 	R:1:e 	2-~O~ (a: (8\. 	Given 	the 	history 	0: 	ve:-y 	restrict:ve
l.~m::at~o~s en 	pro:ess:or.a: 	advertising 	that 	~ere common 	in 	this
cou~~ry ~e:ore t~e 	de::ision 	in 	Bates 	v. 	State 	Bar 	of 	Arizona, 	433
4 7he 	Illinois 	State 	Bar 	Association, 	in 	Opinions 	832 	ane 	84-4,
i~=iccted tr.at 	attorneys 	may 	not 	a:vertise 	t~=ou9r. We:come
~aso~. 	~he 	3a: 	Association 	took 	the 	positic~ that 	We:co~e
Kc;o~'s ee:ivery 	of 	a~ 	attorney's 	care 	~as 	a~ 	i~?:icit
rpco~rne:1~~tjon ~y 	Kelcome 	~ag0n of 	that 	attc=~ey's
se:vic~s. 	suc~ 	2~ 	i~te=pretatio~ is 	b~sea 	C~ e:roneows
pre~:se~. 	~Elcome ~a~or. cisclairrs 	any 	suc~ 	reco~enoatior.,
an~ 	s:~:2ar 	a5vert:si:19 	:nterr.e::iaries 	cou:c 	co 	the 	sa~e.
?=~?2S~~ R~}e 	2-1~1~c) 	per~it~ paid 	~ritter. c~mmunicatic:1s,
an:: 	COES 	:1ot 	P=O~l~lt 	tne 	celivery 	of 	S~::~ ~::tten
co~~~:"'::::~t:on5 ~y 	i~te:me~iaries such 	as 	Wel:ome 	~a;o:1. 	~e
~:~e 	t~c 	~om~it:ee to 	cisavo~ O?:r.:or.s 	832 	ar.= 	84-4, 	a;.c 	to
~n=lcate :n 	cornmE:"':ts 	to 	pro?ose~ R~:e 	2-10~(~) 	t~at 	attorneys
~2~· 	ex?e:i~e~~ ~it~ 	~a~y 	vE~ic:es of 	pai~ 	2~~e=tisi~g,
:nc:u~i~; ~e:c8~E ~2S0~.

-E-
( , c - - .	_ ... I •	
U.S. 	35C 	t~ere 	lS 	a 	C3~~e: 	t~~: 	a 	sta:e~e~t 	purport:~; 	t8
au:~or'ze c~:y 	=e=:a:~ 	ki~~~ 	o~ 	i~!~r~!t~o~ to 	be 	a~vertise~ =3~,
by 	impl:cat~o~, te 	reas 	to 	~:o~:::: al~ 	others.
Rea= 	~roa~:y, 	t~:s 	ru~e 	co~:: 	be 	interprete: 	as 	pro~i~i:ins
?~~ 	att8r~ei a~vertisins u~:ess 	it 	F=ovi~es in~8:~ation t~at 	a
re2Eona~:e 	OErso~ 	rr.is~t 	resa:= 	as 	re~eva~: 	i~ 	ceter~ining .~et~er
to 	see~ 	t~e-~:tor~ey's se:~:c~s. 	S~c~ 	a 	rea~ing 	~isht 	p:ec~u~e
atto:~ey 	a~ve:tis:ng 	j~ten=E= 	to 	ac~:eve 	na~e 	reco;nition 	a~=
9~~e:ate 90o~~:::, 	such 	as 	t~at 	p:c~otin9 an 	undErsta~di~s of 	t~e
:=. ..... , 	S::lut:Cl; 	C.I 	an:Jiversa::; 	of 	e.'2 	u.s. 	Constit:.::ion, 	or
exte~=ins C~::st~as greetings. 	~~e 	fact 	that 	suc~ 	advertiseme~ts
::re 	~;;:te co~~cn 	de~o~stratEs t~at 	ot~Er 	types 	of 	busineSSES
co~s:c~r 	t~e~ 	to 	~e 	a 	wort~~~iJe 	investment. 	This 	type 	of
2~ve:t~.s·i~S a~?ea:s 	to 	be 	a~ 	efficie~t mea~s of 	p:ornoting 	namE
rec0;~ition. 	3eca~se 	0: 	the 	risk 	t~!t 	any 	listin; 	of 	the 	kinds
o! 	inforrr.atio~ that 	may 	be 	a~vertise~ may 	be 	i:Jterpreted 	as
exc:us:ve, 	~e 	;;rse 	the 	Co~~ittee tc 	may.€ 	clear 	t~a: 	Rule 	2-:03(a)
is 	net 	i~te~~e= 	as 	a 	l'~itat~o~ 	o~ 	the 	content 	of 	nonoece?tive
C' 0:7'.=:-.:;:'. i c.:: t i °~ ~ .
"~ ,
~E 	have 	two 	concernE 	a~o~t 	R~!e 	2-:0?(~) 	?ir~t, 	it 	~a~
~~~:t~t 	tr~t~~~~ 	c:aims 	a~o~t 	spec~a: training 	or 	experience;
c~=, 	seccns, 	i: 	pro~ibits the 	use 	o~ 	the 	wor= 	~specia:ist."
Cle3::y, 	it 	~oul~ 	be 	deceptive 	!or 	an 	attorney 	to 	advertise
t~=t 	~e 	or 	s~e 	is 	ftcert'~i€~" i~ 	a~ 	area 	of 	la~ 	i: 	no
c£rt:~ic:tio~ proceo:;r€ 	exists 	or 	if 	the 	atto:~ey bas 	not
o~t~i~e~ certificaticn. 	3~t 	if 	the 	pro?osed 	r~:e's ?rohi~:tio~
&:. 	l' 	.... 	' 	'. 	~ 	. 	l' 	+ . 	. 	t 	t 	~ 	~ 	. , 	: ...	o. 	l~?_lC:~ c~al~S o~ 	specla 	lza.lon 	were 	In 	erpre 	e~ 	~roa=~y, 	_~
co:.::C 	pror.i~~t 	truthful 	state~ents abo~t 	special 	experience 	a~c
training. 	A statement 	that 	an 	attorney 	is 	a 	member 	of 	an
organization 	of 	tria~ 	la~iers rnig~t be 	prohibited, 	even 	thoug~ 	it
wculd 	:nforrr. 	consumers 	that 	t~e 	attorney 	has 	sufficient 	interest
in 	tria~ 	advocacy 	to 	join 	t~e 	orga~ization and 	ttat 	the 	attor~e~
has 	access 	to 	the 	organi:ation's 	training 	and 	~ateria:s. 	There
are 	~an~ 	ways 	to 	obtain 	expertise, 	even 	a~sent a 	for~a:
cert:f~ca:icn 	process, 	a~~ 	i~for~ation that 	an 	attorney 	has
speci:: 	5~':~S 	in 	a 	pa:tiC'~'ar 	fie~c 	is 	clea::y 	useful 	t8
cO:Jsu~e:s nee:ing 	help 	in 	t~at 	fie:c.
~~E 	ru'e 	a:50 	f~rb:~s a 	:a~~er 	fro~ 	uS::Jc 	t~e 	wor~
~:~ec~=~~s:~ :~ 	~ak:~c 	2 	tr~:~f~~ 	c:a:~ 	:~c~ 	~e 	0: 	she 	hcs
~e~e~C?EC s~~~'s o~ 	f;cuse~ ~is 	0: 	her 	o:actice 	on 	a~ 	a:ea
_a~. 	Use 	of 	t~js 	ter~ ~ay 	be 	t~e 	c:e=r~s~, roost 	e!ficie~t
0:
.... .= .,.

.'
Dur.=-: 	-7-
co~~~~ica:e t~a: 	ir.~or~2:io~. 	It 	is 	not 	c~ear 	t~a: a 	claim 	t~at
one 	is 	a 	"specia:ist" 	~o~l= 	be 	u~cerstooc by 	Jay 	persons 	to 	i~?:y
t~a: 	a 	la~:er 	has 	o~tai;,e= 	for~a: 	recog~ition as 	~ 	specialist.
The 	pror.i~itio;, of 	fa}se 	c:ai~s of 	certificatior. 	:~rther
cireinishes 	the 	likelihoo~ of 	s~c~ 	a 	pub:ic 	~is~~=Erstanaing. 	~e
are 	not 	a~are of 	any 	reason 	to 	believe 	that 	advertising 	as 	a
·specialist" 	~0~!6 	create 	an 	unjustifiea 	expecta:i~~ a~out 	the
resu:ts 	that 	a 	la~yer 	can 	ac~ieve, 	a:.y 	more 	than 	i~entifying
oneself 	as 	a 	surgeo~ 	generates 	an 	expectation 	that 	every
o?~ratio~ ~:!l 	be 	a 	s~ccess. 	~e 	therefore 	urge 	t~e 	Com~ittee to
el:~inate the 	?ro~ib:tion of 	truthful, 	no~ceceptivE claims 	that 	a
'a~yer 	is 	a 	specialist.
Conclusion
In 	concl~sion, 	it 	ap?ears 	that 	t~e 	Corr~itteE's rule
proposals. wil~ 	a:lo~ significantly 	more 	a~vertisi~; than 	doe5 	the
cur:e:-:t 	~o~e 	of 	?rofessio:-:2: 	Responsi~i!ity, an~ 	~ill 	thereby
~enefjt consu~ers of 	leg a! 	services. 	~e 	share 	t:'e 	view 	that
a~vertisi:.g ":es:rictions 	sho~ld be 	imposed 	only 	to 	the 	extent
t:'a: 	thei 	can 	be 	specifica!ly 	justified 	to 	protect 	the
p~~:ic."- 	We 	hope 	that 	this 	letter 	will 	be 	of 	assistance 	~
pcinti:.; 	out 	~ays 	in 	~~ic~ 	particular 	rules 	may 	:estrict
co~?e:iti0~ a~c 	injure 	consumers, 	and 	~e 	urge 	the 	Co~~ittee to
c0~siGE~ 	t~E5e 	:ssues 	iD 	assessing 	the 	proposed 	r~les.
Sincerely,
CoIrrp-= tit i 0;-:
1::
~ 	Co~~:ttee 	Co~~e~ts 	o~ 	R~le 	2-102, 	Il~i:-:ois C~:e 0:
?r:::·fes.sic~a~ Res?ons:~ili:y, 	r::":'~inted 	i7"l.J. __ • 	r.:;n. 	Stet. 	c:-..
i ':-' 	".:-tic2e 	·':11 	at 	690 	(Srr:'::..,-?;.;rc 	Su:::? 	:~85).