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MEMORANDUM
TO: STEPHAN MCCARTHY
FROM: NICOLEWILLIAMS
SUBJECT: LEGAL MEMORANDUM
DATE: OCTOBER 9, 2015
Facts:
Mr. McCarthy is interested in contacting Gannet Billboard and Advertising services
to market the services of McCarthy & Nettles. He has particular billboards on Route 80 and
Route 46. He is interested in advertising via the internet in the form of web pages and links
with legal product companies.
Legal Issue:
Are there permissible forms of advertising and what limitations, will be imposed
upon McCarthy & Nettles in the event that these types of advertising are allowed?
Discussion:
The Rules of Professional Conduct 7.1 pertains to: Communications Concerning a
Lawyers Service states that: a lawyer shall not make false or misleading communications
about the lawyer, the lawyer services, or any matter in which the lawyer has or seeks a
professional involvement. The New Jersey Supreme Court Committee on Attorney
Advertising issued Opinion 39 “Advertisements Touting Designations as “Super Lawyers”
or “Best Lawyer in America.” This in fact a violation of R.P.C’s 7.1(a)(3) and 7.1(a)(2).
Those terms are comparative in nature, or that likely to create an unjustified expectation of
results.
The Committee said in the opinion that the term “Best Lawyer” is purely based on
peer reviews. The term is not focused upon encouraging lawyers to advertise in an
advertising supplement and appears to market its “Best Lawyer” compendium primarily to
other lawyers. The use of those superlative designations by lawyers is inherently comparative
and thus, not within the approved ambit of New Jersey’s Rules of Professional Conduct.
Those self-aggrandizing titles have the potential to lead an unwary consumer to believe that
the lawyers so described are, by virtue of this manufactured title. It is misleading and false
2
R.P.C 7.2 relates to advertising. The rule positions a lawyer may advertise services
through media, such as telephone directory, legal directory, newspaper, or other periodical,
radio or television, internet, or other electronic media, or through mailed written
communications. All advertisements shall be predominately informational. No drawings,
animations, dramatizations, music, or lyrics shall be used in connection with televised
advertisement. No advertisement shall rely in any way on techniques to obtain attention that
depend upon absurdity and that demonstrate a clear and intentional lack of relevance to the
selection of counsel.

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Legal Memo #1 Paralegalism

  • 1. MEMORANDUM TO: STEPHAN MCCARTHY FROM: NICOLEWILLIAMS SUBJECT: LEGAL MEMORANDUM DATE: OCTOBER 9, 2015 Facts: Mr. McCarthy is interested in contacting Gannet Billboard and Advertising services to market the services of McCarthy & Nettles. He has particular billboards on Route 80 and Route 46. He is interested in advertising via the internet in the form of web pages and links with legal product companies. Legal Issue: Are there permissible forms of advertising and what limitations, will be imposed upon McCarthy & Nettles in the event that these types of advertising are allowed? Discussion: The Rules of Professional Conduct 7.1 pertains to: Communications Concerning a Lawyers Service states that: a lawyer shall not make false or misleading communications about the lawyer, the lawyer services, or any matter in which the lawyer has or seeks a professional involvement. The New Jersey Supreme Court Committee on Attorney Advertising issued Opinion 39 “Advertisements Touting Designations as “Super Lawyers” or “Best Lawyer in America.” This in fact a violation of R.P.C’s 7.1(a)(3) and 7.1(a)(2). Those terms are comparative in nature, or that likely to create an unjustified expectation of results. The Committee said in the opinion that the term “Best Lawyer” is purely based on peer reviews. The term is not focused upon encouraging lawyers to advertise in an advertising supplement and appears to market its “Best Lawyer” compendium primarily to other lawyers. The use of those superlative designations by lawyers is inherently comparative and thus, not within the approved ambit of New Jersey’s Rules of Professional Conduct. Those self-aggrandizing titles have the potential to lead an unwary consumer to believe that the lawyers so described are, by virtue of this manufactured title. It is misleading and false
  • 2. 2 R.P.C 7.2 relates to advertising. The rule positions a lawyer may advertise services through media, such as telephone directory, legal directory, newspaper, or other periodical, radio or television, internet, or other electronic media, or through mailed written communications. All advertisements shall be predominately informational. No drawings, animations, dramatizations, music, or lyrics shall be used in connection with televised advertisement. No advertisement shall rely in any way on techniques to obtain attention that depend upon absurdity and that demonstrate a clear and intentional lack of relevance to the selection of counsel.