Rule 7.2 Advertising

To assist the public in obtaining legal services, lawyers should be allowed to make known their

services not only through reputation but also through organized information campaigns in the

form of advertising. Advertising involves an active quest for clients, contrary to the tradition

that a lawyer should not seek clientele. However, the public’s need to know about legal services

can be fulfilled in part through advertising. This need is particularly acute in the case of persons

of moderate means who have not made extensive use of legal services. The interest in expanding

public information about legal services ought to prevail over considerations of tradition.

Nevertheless, advertising by lawyers entails the risk of practices that are misleading or

overreaching.

Neither this rule nor Rule 7.3 prohibits communications authorized by law, such as notice to

members of a class in a class action.

Record of Advertising.

Paragraph (b) requires that a record of the content and use of advertising be kept in order to

facilitate enforcement of these rules.

Paying Others to Recommend a Lawyer.

A lawyer is allowed to pay for advertising permitted by these rules and for the purchase of a law

practice in accordance with the provisions of MRPC 1.17, but otherwise is not permitted to pay

another person for channeling professional work. But see MRPC 1.5(e). This restriction does

not prevent an organization or person other than the lawyer from advertising or recommending

the lawyer’s services. Thus, a legal aid agency or prepaid legal services plan may pay to

advertise legal services provided under its auspices. Likewise, a lawyer may participate in not-for-profit lawyer referral programs and pay the usual fees charged by such programs. Paragraph

(c) does not prohibit paying regular compensation to an assistant, such as a secretary, to prepare

communications permitted by these rules.