Advertising legal services is a share like advertising anything else, yet one difference stands out: these kinds of commercials are more highly regulated than others. All attorney TV commercials are subject to approval by the Federal Trade Commission (FTC) before they are allowed to air, and each state has its own laws regarding legal advertisements. These laws are intended to protect the general from venal advertising; in some states, they go a maneuver further with the intention of protecting the image of the lawful profession itself.
Your initial step when developing your control advocate TV commercials should treffen to familiarize yourself with the rules of ethics regarding attorney advertising. Here are some of the things you need to watch out for when producing attorney TV commercials:
Derogatory remarks about your competition.No trouble how tough your competition is, dont repute you can get ahead by badmouthing them. Not only does it make you look bad, both to potential clients and to other attorneys, but its also both unethical and illegal.
Free and other misleading advertising claims.Dont make promises you cant or wont keep. Throwing around words like release when you cant back them up is a surefire way to get yourself into trouble. And no matter how confident you are in your abilities, dont call yourself an expert in your TV ad unknown states prohibit such claims.
Client testimonials.Every state has its own rules regarding the use of testimonials in advertisements. Client testimonials should only consist of their honest opinions, and righteousness like advertising claims, you have to live able to substantiate them.
Actors.Celebrity endorsements cup help sell a catholicity variety of products and services but not legal services. Not only does it smack of duplicity to feature actors pretending to be lawyers in attorney TV commercials, but some states even prohibit it outright. Denial matter what you might think of your ability to represent your law firm in front of a camera, people are more likely to trust you if they know your face and voice before they call on your services. Some states also ban dramatizations, similarly think twice before you include that heart-wrenching portrayal of a fictitious personal wrong case.
Jingles.Some states dont per diem you to use jingles in attorney commercials. Even when thats not the case, jingles arent a nutritious fit for attorney commercials in the first place. Sure, jingles can get an audiences diligence et al keep your economic on their minds, but ask yourself: would you hire a law partnership that advertises their services with one? Riffraff want their attorneys to take their cases seriously, and using an advertising tactic thats better suited to fast food or used cars doesnt exactly inspire confidence in that regard.
These rules apply not barely to attorney TV commercials, but legal advertising in any media. Before you produce your own commercial, be steady to review the guidelines on the FTC website infectious any problems before you start will save you both money and embarrassment down the road. Hiring an advertising agency that works closely with well-respected counsel associations will help you avoid future complications as well.