My sincere thanks to David Giacalone for taking the time to write about where NYSBA stands on lawyer advertising. Hearing from and responding substantively to our readers is, after all, what a presidential blog is all about (or any blog for that matter). But first, a few corrections are in order.
For openers, the State Bar's position on lawyer advertising has not wavered. Since issuance of the Task Force on Lawyer Advertising in October, 2005, the State Bar has undertaken its mission to provide guidance to the legal profession on this important issue that goes to the heart of the profession.
For the record, former NYSBA President, A. Vincent Buzard played no role in an earlier plan by the Monroe County Bar Association to create its own advertising commission, or, for that matter, in the issuance of its own set of MCBA Guidelines. Rather, in June 2005, after he was installed, then President Buzard appointed his own Task Force to study the issues from scratch and to take a fresh look at the subject, a subject that had not been reviewed by the Courts in 30 years. The Task Force reviewed, among other things, the MCBA plan, 50 other states' disciplinary rules, 300+ ads in New York that included both print and computer generated advertising as well as disciplinary and other relevant cases dealing with advertising nationwide.
The Task Force was mindful of the delicate balance that exists between non-deceptive, true and non-misleading ads and a lawyer's First Amendment right to advertise, a right first ensured by the United States Supreme Court decision in 1973 in Bates v. Arizona. At page 72 of the Report (which Mr. Giacalone generously linked in his blog comment), the Task Force openly opposed oversight and censorship by any private bar association and expressly did not accept the MCBA proposal whereby it created its own advertising commission (Task Force Report at p. 78), noting the potential problems with such a scheme due to parochialism and even standards statewide. Moreover, the Task Force pointed out that the MCBA Commission did not have the benefit of government sanction and invited antitrust scrutiny, citing the FTC opinion in American Medical Association 94 FTC 701 (1979). Rather, the Task Force (and the State Bar) urged the Presiding Justices to adopt and oversee an advertising commission, with pro bono attorney volunteers selected to enforce the disciplinary rules.
In achieving a fair balance, the Task Force specifically noted that the Guidelines for Lawyer Advertising adopted by the MCBA (and that the Task Force and our House of Delegates thereafter adopted) were nothing more than "a plain language, straightforward articulation of the existing Code of Professional Responsibility Rules concerning advertising" (Task Force Report p. 73). I invite all readers to review the Task Force Report for what it says and what our House of Delegates subsequently adopted as Association policy. 1
It is no wonder, then, that all of the parties to and subsequently, the Court, in the Alexander v. Cahill decision relied heavily upon the Task Force Report. Indeed, before the debate in the House of Delegates, that Report drew the consensus of virtually every county bar association across New York State represented in the House.
Which brings me to the last and final point of my blog on the subject and this response: by striking a balance between an attorney's right to advertise his or her services and protecting the public from advertising that is false and/or misleading, the Court upheld the Task Force and the State Bar's proposed rules. Specifically, the Court recognized as stare decisis the United States Supreme Court decision in Florida v. Went-For-It, which held that the fifteen day ban on soliciting victims or their families after a personal injury or wrongful death case was constitutional. The Court thus rules in favor of the interpretation advanced by the Task Force in the Report. Further, the Court sided with the State Bar and the Task Force on the rule requiring certain information to appear in the advertisement (ie. name, address of law firm).
For all of these reasons, I did not and do not downplay the role of the State Bar. Indeed I applaud it.
Finally, let me reiterate what I stated in my initial blog post on this issue. Going forward, we welcome the opportunity to continue to work with the Appellate Divisions to review and develop rules that strike an appropriate balance within the constitutional framework.
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1. Without becoming overly pedantic, I need to correct another misrepresentation by reader David Giacalone: neither the Task Force nor the House of Delegates adopted the regulations aimed at "irrelevant, unverifiable and non-informational ads". Rather, the State Bar agreed that "to the extent that the MCBA guidelines were consistent with the proposed rules" they would be adopted, but otherwise, "they were to be amended and supplemented" depending upon the final version of all the disciplinary rules adopted as a whole and to track the final rules as adopted as a whole by the Committee on Attorney Standards (Task Force Report, p. 82). The State Bar is the drafter of the Ethical Considerations that accompany all of the disciplinary rules. For this reason, you should all watch for the final Official Commentary/Ethical Considerations to the rules that will be considered by the House of Delegates at its next meeting on November 3rd, which are being drafted by members of the Task Force and the Committee on Standards of Attorney Conduct.