LOUISIANA RULES OF PROFESSIONAL CONDUCT
INFORMATION ABOUT LEGAL SERVICES
Rule 7.1 General
(a) Permissible Forms of Advertising. Subject to all the requirements set forth in
these Rules, including the filing requirements of Rule 7.7, a lawyer may advertise services
through public media, including but not limited to: print media, such as a telephone directory,
legal directory, newspaper or other periodical; outdoor advertising, such as billboards and
other signs; radio, television, and computer-accessed communications; recorded messages the
public may access by dialing a telephone number; and written communication in accordance
with Rule 7.4.
(b) Advertisements Not Disseminated in Louisiana. These Rules shall not apply to
any advertisement broadcast or disseminated in another jurisdiction in which the advertising
lawyer is admitted if such advertisement complies with the Rules governing lawyer
advertising in that jurisdiction and is not intended for broadcast or dissemination within the
state of Louisiana.
(c) Communications for Non-Profit Organizations. Publications, educational
materials, websites and other communications by lawyers on behalf of non-profit
organizations that are not motivated by pecuniary gain are not advertisements or unsolicited
written communications within the meaning of these Rules.
Rule 7.2 Communications Concerning A Lawyer’s Services
The following shall apply to any communication conveying information about a lawyer, a
lawyer’s services or a law firm’s services:
(a) Required Content of Advertisements and Unsolicited Written
Communications.
(1) Name of Lawyer. All advertisements and unsolicited written
communications pursuant to these Rules shall include the name of at least one
lawyer responsible for their content.
(2) Location of Practice. All advertisements and unsolicited written
communications provided for under these Rules shall disclose, by city or town,
one or more bona fide office location(s) of the lawyer or lawyers who will
actually perform the services advertised. If the office location is outside a city
or town, the parish where the office is located must be disclosed. For the
purposes of this Rule, a bona fide office is defined as a physical location
maintained by the lawyer or law firm where the lawyer or law firm reasonably
expects to furnish legal services in a substantial way on a regular and
continuing basis, and which physical location shall have at least one lawyer
who is regularly and routinely present in that physical location. In the absence
of a bona fide office, the lawyer shall disclose the city or town of the primary
registration statement address as it appears on the lawyer’s annual registration
statement. If an advertisement or unsolicited written communication lists a
telephone number in connection with a specified geographic area other than an
area containing a bona fide office or the lawyer’s primary registration
statement address, appropriate qualifying language must appear in the
advertisement.
(3) The following items may be used without including the content required
by subdivisions (a)(1) and (a)(2) of this Rule 7.2:
(A)Sponsorships. A brief announcement in any public media that
identifies a lawyer or law firm as a contributor to a specified charity
or as a sponsor of a public service announcement or a specified
charitable, community, or public interest program, activity, or
event, provided that the announcement contains no information
about the lawyer or the law firm other than permissible content of
advertisements listed in Rule 7.2(b) and the fact of the sponsorship
or contribution, in keeping with Rule 7.8(b);
(B) Gift/Promotional Items. Items, such as coffee mugs, pens,
pencils, apparel, and the like, that identify a lawyer or law firm and
are used/disseminated by a lawyer or law firm not in violation of
these Rules, including but not limited to Rule 7.2(c)(13) and Rule
7.4; and
(C)Office Sign(s) for Bona Fide Office Location(s). A sign, placard,
lettering, mural, engraving, carving or other alphanumeric display
conveying information about a lawyer, a lawyer’s services or a law
firm’s services that is permanently affixed, hanging, erected or
otherwise attached to the physical structure of the building
containing a bona fide office location for a lawyer or law firm, or to
the property on which that bona fide office location sits.
(as amended by Order dated June 22, 2011)
(b) Permissible Content of Advertisements and Unsolicited Written
Communications. If the content of an advertisement in any public media or unsolicited
written communication is limited to the following information, the advertisement or
unsolicited written communication is exempt from the filing and review requirement and, if
true, shall be presumed not to be misleading or deceptive.
(1) Lawyers and Law Firms. A lawyer or law firm may include the following
information in advertisements and unsolicited written communications:
(A) subject to the requirements of this Rule and Rule 7.10, the name of the
lawyer or law firm, a listing of lawyers associated with the firm, office
locations and parking arrangements, disability accommodations, telephone
numbers, Web site addresses, and electronic mail addresses, office and
telephone service hours, and a designation such as “attorney”, “lawyer” or
“law firm”;
(B) date of admission to the Louisiana State Bar Association and any other
bars, current membership or positions held in the Louisiana State Bar
Association, its sections or committees, former membership or positions held
in the Louisiana State Bar Association, its sections or committees, together
with dates of membership, former positions of employment held in the legal
profession, together with dates the positions were held, years of experience
practicing law, number of lawyers in the advertising law firm, and a listing of
federal courts and jurisdictions other than Louisiana where the lawyer is
licensed to practice;
(C) technical and professional licenses granted by the State or other recognized
licensing authorities and educational degrees received, including dates and
institutions;
(D) military service, including branch and dates of service;
(E) foreign language ability;
(F) fields of law in which the lawyer practices, including official certification
logos, subject to the requirements of subdivision (c)(5) of this Rule;
(G) prepaid or group legal service plans in which the lawyer participates;
(H) fee for initial consultation and fee schedule, subject to the requirements of
subdivisions (c)(6) and (c)(7) of this Rule;
(I) common salutatory language such as “best wishes,” “good luck,” “happy
holidays,” or “pleased to announce”;
(J) punctuation marks and common typographical marks; and
(K) a photograph or image of the lawyer or lawyers who are members of or
employed by the firm against a plain background.
(2) Public Service Announcements. A lawyer or law firm may be listed as a sponsor
of a public service announcement or charitable, civic, or community program or event
as long as the information about the lawyer or law firm is limited to the permissible
content set forth in subdivision (b)(1) of this Rule.
(c) Prohibitions and General Rules Governing Content of Advertisements and
Unsolicited Written Communications.
(1) Statements About Legal Services. A lawyer shall not make or permit to
be made a false, misleading or deceptive communication about the lawyer, the
lawyer’s services or the law firm’s services. A communication violates this
Rule if it:
(A) contains a material misrepresentation of fact or law;
(B) is false, misleading or deceptive;
(C) fails to disclose material information necessary to prevent
the information supplied from being false, misleading or
deceptive;
(D) contains a reference or testimonial to past successes or
results obtained, except as allowed in the Rule regulating
information about a lawyer’s services provided upon request;
(E) promises results;
(F) states or implies that the lawyer can achieve results by
means that violate the Rules of Professional Conduct or other
law;
(G) compares the lawyer’s services with other lawyers’
services, unless the comparison can be factually substantiated;
(H) contains a paid testimonial or endorsement, unless the fact
of payment is disclosed;
(I) includes (i) a portrayal of a client by a non-client without
disclaimer of such, as required by Rule 7.2(c)(10); (ii) the
depiction of any events or scenes, other than still pictures,
photographs or other static images, that are not actual or
authentic without disclaimer of such, as required by Rule
7.2(c)(10); or (iii) a still picture, photograph or other static
image that, due to alteration or the context of its use, is false,
misleading or deceptive;
(as amended by Order dated June 30, 2009 and Order dated
June 22, 2011)
(J) includes the portrayal of a judge or a jury, the portrayal of a
lawyer by a non-lawyer, the portrayal of a law firm as a
fictionalized entity, the use of a fictitious name to refer to
lawyers not associated together in a law firm, or otherwise
implies that lawyers are associated in a law firm if that is not the
case;
(K) resembles a legal pleading, notice, contract or other legal
document;
(L) utilizes a nickname, moniker, motto or trade name that
states or implies an ability to obtain results in a matter; or
(M) fails to comply with Rule 1.8(e)(4)(iii).
[Enforcement of Rule 7.2(c)(1)(D)and the first clause only of Rule 7.2(c)(1)(J) are suspended
by Orders dated April 27, 2011 and April 29, 2011.]
(2) Prohibited Visual and Verbal Portrayals and Illustrations. A lawyer
shall not include in any advertisement or unsolicited written communication
any visual or verbal descriptions, depictions, illustrations (including
photographs) or portrayals of persons, things, or events that are false,
misleading or deceptive.
(3) Advertising Areas of Practice. A lawyer or law firm shall not state or
imply in advertisements or unsolicited written communications that the lawyer
or law firm currently practices in an area of practice when that is not the case.
(4) Stating or Implying Louisiana State Bar Association Approval. A
lawyer or law firm shall not make any statement that directly or impliedly
indicates that the communication has received any kind of approval from The
Louisiana State Bar Association.
(5) Communication of Fields of Practice. A lawyer may communicate the
fact that the lawyer does or does not practice in particular fields of law. A
lawyer may state that the lawyer is a “specialist,” practices a “specialty,” or
“specializes in” particular fields, but such communications are subject to the
“false and misleading” standard applied in Rule 7.2(c)(1) to communications
concerning a lawyer’s services. A lawyer shall not state or imply that the
lawyer is “certified,” or “board certified” except as follows:
(A) Lawyers Certified by the Louisiana Board of Legal
Specialization. A lawyer who complies with the Plan of Legal
Specialization, as determined by the Louisiana Board of Legal
Specialization, may inform the public and other lawyers of the
lawyer’s certified area(s) of legal practice. Such
communications should identify the Louisiana Board of Legal
Specialization as the certifying organization and may state that
the lawyer is “certified,” or “board certified in (area of
certification).”
(B) Lawyers Certified by Organizations Other Than the
Louisiana Board of Legal Specialization or Another State
Bar. A lawyer certified by an organization other than the
Louisiana Board of Legal Specialization or another state bar
may inform the public and other lawyers of the lawyer’s
certified area(s) of legal practice by stating that the lawyer is
“certified,” or “board certified in (area of certification)” if:
(i) the lawyer complies with Section 6.2 of
the Plan of Legal Specialization for the
Louisiana Board of Legal Specialization;
and,
(ii) the lawyer includes the full name of the
organization in all communications
pertaining to such certification.
A lawyer who has been certified by an organization that is
accredited by the American Bar Association is not subject to
Section 6.2 of the Plan of Legal Specialization.
(C) Certification by Other State Bars. A lawyer certified by
another state bar may inform the public and other lawyers of the
lawyer’s certified area(s) of legal practice and may state in
communications to the public that the lawyer is “certified,” or
“board certified in (area of certification)” if:
(i) the state bar program grants certification on
the basis of standards reasonably comparable to
the standards of the Plan of Legal Specialization,
as determined by the Louisiana Board of Legal
Specialization; and,
(ii) the lawyer includes the name of the state bar
in all communications pertaining to such
certification.
[As amended by Order dated June 2, 2016, effective June 2, 2016.]
(6) Disclosure of Liability For Expenses Other Than Fees. Every
advertisement and unsolicited written communication that contains information
about the lawyer’s fee, including those that indicate no fee will be charged in
the absence of a recovery, shall disclose whether the client will be liable for
any costs and/or expenses in addition to the fee.
(7) Period for Which Advertised Fee Must be Honored. A lawyer who
advertises a specific fee or range of fees for a particular service shall honor the
advertised fee or range of fees for at least ninety days from the date last
advertised unless the advertisement specifies a shorter period; provided that,
for advertisements in the yellow pages of telephone directories or other media
not published more frequently than annually, the advertised fee or range of fees
shall be honored for no less than one year following publication.
(8) Firm Name. A lawyer shall not advertise services under a name that
violates the provisions of Rule 7.10.
(9) Language of Required Statements. Any words or statements required by
these Rules to appear in an advertisement or unsolicited written
communication must appear in the same language in which the advertisement
or unsolicited written communication appears. If more than one language is
used in an advertisement or unsolicited written communication, any words or
statements required by these Rules must appear in each language used in the
advertisement or unsolicited written communication.
(10) Appearance of Required Statements, Disclosures and Disclaimers.
Any words or statements required by these Rules to appear in an advertisement
or unsolicited written communication must be clearly legible if written or
intelligible if spoken aloud.
All disclosures and disclaimers required by these Rules shall be clear,
conspicuous and clearly associated with the item requiring disclosure or
disclaimer. Written disclosures and disclaimers shall be clearly legible, and, if
televised or displayed electronically, shall be displayed for a sufficient time to
enable the viewer to easily see and read the disclosure or disclaimer. Spoken
disclosures and disclaimers shall be plainly audible and clearly intelligible.
[As deleted in its entirety and replaced, by Order dated April 27, 2011]
(11) Payment by Non-Advertising Lawyer. No lawyer shall, directly or
indirectly, pay all or a part of the cost of an advertisement by a lawyer not in
the same firm.
(12) Referrals to Another Lawyer. If the case or matter will be, or is likely
to be, referred to another lawyer or law firm, the communication shall include
a statement so advising the prospective client.
(13) Payment for Recommendations; Lawyer Referral Service Fees. A
lawyer shall not give anything of value to a person for recommending the
lawyer’s services, except that a lawyer may pay the reasonable cost of
advertising or written or recorded communication permitted by these Rules,
and may pay the usual charges of a lawyer referral service or other legal
service organization only as follows:
(A) A lawyer may pay the usual, reasonable and customary charges of
a lawyer referral service operated by the Louisiana State Bar
Association, any local bar association, or any other not-for-profit
organization, provided the lawyer referral service:
(i) refers all persons who request legal services to a participating
lawyer;
(ii) prohibits lawyers from increasing their fee to a client to
compensate for the referral service charges; and
(iii) fairly and equitably distributes referral cases among the
participating lawyers, within their area of practice, by random
allotment or by rotation.
Rule 7.3 [Reserved – Intentionally Left Blank]
Rule 7.4 Direct Contact With Prospective Clients
(a) Solicitation. Except as provided in subdivision (b) of this Rule, a lawyer shall not
solicit professional employment from a prospective client with whom the lawyer has no
family or prior lawyer-client relationship, in person, by person to person verbal telephone
contact, through others acting at the lawyer’s request or on the lawyer’s behalf or otherwise,
when a significant motive for the lawyer’s doing so is the lawyer’s pecuniary gain. A lawyer
shall not permit employees or agents of the lawyer to solicit on the lawyer’s behalf. A lawyer
shall not enter into an agreement for, charge, or collect a fee for professional employment
obtained in violation of this Rule. The term “solicit” includes contact in person, by telephone,
telegraph, or facsimile, or by other communication directed to a specific recipient and
includes (i) any written form of communication directed to a specific recipient and not
meeting the requirements of subdivision (b) of this Rule, and (ii) any electronic mail
communication directed to a specific recipient and not meeting the requirements of
subdivision (c) of Rule 7.6. For the purposes of this Rule 7.4, the phrase “prior lawyer-client
relationship” shall not include relationships in which the client was an unnamed member of a
class action.
(b) Written Communication Sent on an Unsolicited Basis.
(1) A lawyer shall not send, or knowingly permit to be sent, on the lawyer’s behalf or
on behalf of the lawyer’s firm or partner, an associate, or any other lawyer affiliated
with the lawyer or the lawyer’s firm, an unsolicited written communication directly or
indirectly to a prospective client for the purpose of obtaining professional employment
if:
(A) the written communication concerns an action for personal injury or
wrongful death or otherwise relates to an accident or disaster involving the
person to whom the communication is addressed or a relative of that person,
unless the accident or disaster occurred more than thirty days prior to the
mailing of the communication;
(B) it has been made known to the lawyer that the person does not want to
receive such communications from the lawyer;
(C) the communication involves coercion, duress, fraud, overreaching,
harassment, intimidation, or undue influence;
(D) the communication contains a false, misleading or deceptive statement or
claim or is improper under subdivision (c)(1) of Rule 7.2; or
(E) the lawyer knows or reasonably should know that the physical, emotional,
or mental state of the person makes it unlikely that the person would exercise
reasonable judgment in employing a lawyer.
(2) Unsolicited written communications to prospective clients for the purpose of
obtaining professional employment are subject to the following requirements:
(A) Unsolicited written communications to a prospective client are subject to
the requirements of Rule 7.2.
(B) In instances where there is no family or prior lawyer-client relationship, a
lawyer shall not initiate any form of targeted solicitation, whether a written or
recorded communication, of a person or persons known to need legal services
of a particular kind provided by the lawyer in a particular matter for the
purpose of obtaining professional employment unless such communication
complies with the requirements set forth below and is not otherwise in
violation of these Rules:
(i) Such communication shall state clearly the name of at least one
member in good standing of the Association responsible for its content.
(ii) The top of each page of such written communication and the lower
left corner of the face of the envelope in which the written
communication is enclosed shall be plainly marked
“ADVERTISEMENT” in print size at least as large as the largest print
used in the written communication. If the written communication is in
the form of a self-mailing brochure or pamphlet, the
“ADVERTISEMENT” mark shall appear above the address panel of
the brochure or pamphlet and on the inside of the brochure or pamphlet.
Written communications solicited by clients or prospective clients, or
written communications sent only to other lawyers need not contain the
“ADVERTISEMENT” mark.
(as amended by Order dated June 30, 2009)
(C) Unsolicited written communications mailed to prospective clients shall not
resemble a legal pleading, notice, contract or other legal document and shall
not be sent by registered mail, certified mail or other forms of restricted
delivery.
(D) If a lawyer other than the lawyer whose name or signature appears on the
communication will actually handle the case or matter, any unsolicited written
communication concerning a specific matter shall include a statement so
advising the client.
(E) Any unsolicited written communication prompted by a specific occurrence
involving or affecting the intended recipient of the communication or a family
member of that person shall disclose how the lawyer obtained the information
prompting the communication.
(F) An unsolicited written communication seeking employment by a specific
prospective client in a specific matter shall not reveal on the envelope, or on
the outside of a self-mailing brochure or pamphlet, the nature of the client’s
legal problem.
Rule 7.5 Advertisements In The Electronic Media Other Than Computer-Accessed
Communications
(a) Generally. With the exception of computer-based advertisements (which are
subject to the special requirements set forth in Rule 7.6), all advertisements in the electronic
media, including but not limited to television and radio, are subject to the requirements of
Rule 7.2.
(b) Appearance on Television or Radio. Advertisements on the electronic media
such as television and radio shall conform to the requirements of this Rule.
(1) Prohibited Content. Television and radio advertisements shall not contain:
(A) any feature, including, but not limited to, background sounds, that is false,
misleading or deceptive; or
(B) lawyers who are not members of the advertising law firm speaking on
behalf of the advertising lawyer or law firm.
(2) Permissible Content. Television and radio advertisements may contain:
(A) images that otherwise conform to the requirements of these Rules;
(B) a lawyer who is a member of the advertising firm personally appearing to
speak regarding the legal services the lawyer or law firm is available to
perform, the fees to be charged for such services, and the background and
experience of the lawyer or law firm; or
(C) a non-lawyer spokesperson speaking on behalf of the lawyer or law firm,
as long as that spokesperson shall provide a spoken and written disclosure, as
required by Rule 7.2(c)(10), identifying the spokesperson as a spokesperson,
disclosing that the spokesperson is not a lawyer and disclosing that the
spokesperson is being paid to be a spokesperson, if paid.
(as amended by Order dated June 4, 2009)
[Enforcement of Rule 7.5(b)(2)(C) suspended by Order dated September 22, 2009]
Rule 7.6 Computer-Accessed Communications
(a) Definition. For purposes of these Rules, “computer-accessed communications” are
defined as information regarding a lawyer’s or law firm’s services that is read, viewed, or
heard directly through the use of a computer. Computer-accessed communications include,
but are not limited to, Internet presences such as home pages or World Wide Web sites,
unsolicited electronic mail communications, and information concerning a lawyer’s or law
firm’s services that appears on World Wide Web search engine screens and elsewhere.
(b) Internet Presence. All World Wide Web sites and home pages accessed via the
Internet that are controlled, sponsored, or authorized by a lawyer or law firm and that contain
information concerning the lawyer’s or law firm’s services:
(1) shall disclose all jurisdictions in which the lawyer or members of the law firm are
licensed to practice law;
(2) shall disclose one or more bona fide office location(s) of the lawyer or law firm or,
in the absence of a bona fide office, the city or town of the lawyer’s primary
registration statement address, in accordance with subdivision (a)(2) of Rule 7.2; and
(3) are considered to be information provided upon request and, therefore, are
otherwise governed by the requirements of Rule 7.9.
(c) Electronic Mail Communications. A lawyer shall not send, or knowingly permit
to be sent, on the lawyer’s behalf or on behalf of the lawyer’s firm or partner, an associate, or
any other lawyer affiliated with the lawyer or the lawyer’s firm, an unsolicited electronic mail
communication directly or indirectly to a prospective client for the purpose of obtaining
professional employment unless:
(1) the requirements of subdivisions (b)(1), (b)(2)(A), (b)(2)(B)(i), (b)(2)(C),
(b)(2)(D), (b)(2)(E) and (b)(2)(F) of Rule 7.4 are met;
(2) the communication discloses one or more bona fide office location(s) of the lawyer
or lawyers who will actually perform the services advertised or, in the absence of a
bona fide office, the city or town of the lawyer’s primary registration statement
address, in accordance with subdivision (a)(2) of Rule 7.2; and
(3) the subject line of the communication states “LEGAL ADVERTISEMENT.” This
is not required for electronic mail communications sent only to other lawyers.
(as amended by Order dated June 30, 2009)
(d) Advertisements. All computer-accessed communications concerning a lawyer’s or
law firm’s services, other than those subject to subdivisions (b) and (c) of this Rule, are
subject to the requirements of Rule 7.2 when a significant motive for the lawyer’s doing so is
the lawyer’s pecuniary gain.
(as amended by Order dated June 4, 2009)
[Enforcement of Rule 7.6(d) suspended by Order dated September 22, 2009]
Rule 7.7 Evaluation Of Advertisements
(a) Louisiana State Bar Association Rules of Professional Conduct Committee.
With respect to said Committee, it shall be the task of the Committee, or any subcommittee
designated by the Rules of Professional Conduct Committee (hereinafter collectively referred
to as “the Committee”): 1) to evaluate all advertisements filed with the Committee for
compliance with the Rules governing lawyer advertising and solicitation and to provide
written advisory opinions concerning compliance with those Rules to the respective filing
lawyers; 2) to develop a handbook on lawyer advertising for the guidance of and
dissemination to the members of the Louisiana State Bar Association; and 3) to recommend,
from time to time, such amendments to the Rules of Professional Conduct as the Committee
may deem advisable.
(1) Recusal of Members. Members of the Committee shall recuse themselves from
consideration of any advertisement proposed or used by themselves or by other
lawyers in their firms.
(2) Meetings. The Committee shall meet as often as is necessary to fulfill its duty to
provide prompt opinions regarding submitted advertisements’ compliance with the
lawyer advertising and solicitation rules.
(3) Procedural Rules. The Committee may adopt such procedural rules for its
activities as may be required to enable the Committee to fulfill its functions.
(4) Reports to the Court. Within six months following the conclusion of the first
year of the Committee’s evaluation of advertisements in accordance with these Rules,
and annually thereafter, the Committee shall submit to the Supreme Court of
Louisiana a report detailing the year’s activities of the Committee. The report shall
include such information as the Court may require.
(b) Advance Written Advisory Opinion. Subject to the exemptions stated in Rule
7.8, any lawyer who advertises services through any public media or through unsolicited
written communications sent in compliance with Rule 7.4 or 7.6(c) may obtain a written
advisory opinion concerning the compliance of a contemplated advertisement or unsolicited
written communication in advance of disseminating the advertisement or communication by
submitting to the Committee the material and fee specified in subdivision (d) of this Rule at
least thirty days prior to such dissemination. If the Committee finds that the advertisement or
unsolicited written communication complies with these Rules, the lawyer’s voluntary
submission in compliance with this subdivision shall be deemed to satisfy the regular filing
requirement set forth below in subdivision (c) of this Rule.
(c) Regular Filing. Subject to the exemptions stated in Rule 7.8, any lawyer who
advertises services through any public media or through unsolicited written communications
sent in compliance with Rule 7.4 or 7.6(c) shall file a copy of each such advertisement or
unsolicited written communication with the Committee for evaluation of compliance with
these Rules. The copy shall be filed either prior to or concurrently with the lawyer’s first
dissemination of the advertisement or unsolicited written communication and shall be
accompanied by the information and fee specified in subdivision (d) of this Rule. If the
lawyer has opted to submit an advertisement or unsolicited written communication in advance
of dissemination, in compliance with subdivision (b) of this Rule, and the advertisement or
unsolicited written communication is then found to be in compliance with the Rules, that
voluntary advance submission shall be deemed to satisfy the regular filing requirement set
forth above.
(d) Contents of Filing. A filing with the Committee as permitted by subdivision (b)
or as required by subdivision (c) shall consist of:
(1) a copy of the advertisement or communication in the form or forms in which it is
to be disseminated and is readily-capable of duplication by the Committee (e.g.,
videotapes, audiotapes, print media, photographs of outdoor advertising, etc.);
(2) a typewritten transcript of the advertisement or communication, if any portion of
the advertisement or communication is on videotape, audiotape, electronic/digital
media or otherwise not embodied in written/printed form;
(3) a printed copy of all text used in the advertisement;
(4) an accurate English translation, if the advertisement appears or is audible in a
language other than English;
(5) a sample envelope in which the written communication will be enclosed, if the
communication is to be mailed;
(6) a statement listing all media in which the advertisement or communication will
appear, the anticipated frequency of use of the advertisement or communication in
each medium in which it will appear, and the anticipated time period during which the
advertisement or communication will be used; and
(7) fees paid to the Louisiana State Bar Association, in an amount set by the Supreme
Court of Louisiana: (A) for submissions filed prior to or concurrently with the
lawyer’s first dissemination of the advertisement or unsolicited written
communication, as provided in subdivisions (b) and (c); or (B) for submissions not
filed until after the lawyer’s first dissemination of the advertisement or unsolicited
written communication.
(e) Evaluation of Advertisements. The Committee shall evaluate all advertisements
and unsolicited written communications filed with it pursuant to this Rule for compliance with
the applicable Rules on lawyer advertising and solicitation. The Committee shall complete its
evaluation within thirty days following receipt of a filing unless the Committee determines
that there is reasonable doubt that the advertisement or unsolicited written communication is
in compliance with the Rules and that further examination is warranted but cannot be
completed within the thirty-day period, and so advises the filing lawyer in writing within the
thirty-day period. In the latter event, the Committee shall complete its review as promptly as
the circumstances reasonably allow. If the Committee does not send any communication in
writing to the filing lawyer within thirty days following receipt of the filing, the advertisement
or unsolicited written communication will be deemed approved.
(f) Additional Information. If the Committee requests additional information, the
filing lawyer shall comply promptly with the request. Failure to comply with such requests
may result in a finding of non-compliance for insufficient information.
(g) Notice of Noncompliance; Effect of Continued Use of Advertisement. When
the Committee determines that an advertisement or unsolicited written communication is not
in compliance with the applicable Rules, the Committee shall advise the lawyer in writing that
dissemination or continued dissemination of the advertisement or unsolicited written
communication may result in professional discipline. The Committee shall report to the
Office of Disciplinary Counsel a finding under subsections (c) or (f) of this Rule that the
advertisement or unsolicited written communication is not in compliance, unless, within ten
days of notice from the Committee, the filing lawyer certifies in writing that the advertisement
or unsolicited written communication has not and will not be disseminated.
(h) Committee Determination Not Binding; Evidence. A finding by the Committee
of either compliance or noncompliance shall not be binding in a disciplinary proceeding, but
may be offered as evidence.
(i) Change of Circumstances; Re-filing Requirement. If a change of circumstances
occurring subsequent to the Committee’s evaluation of an advertisement or unsolicited written
communication raises a substantial possibility that the advertisement or communication has
become false, misleading or deceptive as a result of the change in circumstances, the lawyer
shall promptly re-file the advertisement or a modified advertisement with the Committee
along with an explanation of the change in circumstances and an additional fee as set by the
Court.
(j) Maintaining Copies of Advertisements. A copy or recording of an advertisement
or written or recorded communication shall be submitted to the Committee in accordance with
the requirements of Rule 7.7, and the lawyer shall retain a copy or recording for five years
after its last dissemination along with a record of when and where it was used. If identical
unsolicited written communications are sent to two or more prospective clients, the lawyer
may comply with this requirement by filing a copy of one of the identical unsolicited written
communications and retaining for five years a single copy together with a list of the names
and addresses of all persons to whom the unsolicited written communication was sent.
[Enforcement of Rule 7.7 – only as it pertains to filing requirements for internet
advertisements – suspended by Order dated September 22, 2009]
Rule 7.8 Exemptions From The Filing and Review Requirement
The following are exempt from the filing and review requirements of Rule 7.7:
(a) any advertisement or unsolicited written communication that contains only content
that is permissible under Rule 7.2(b).
(b) a brief announcement in any public media that identifies a lawyer or law firm as a
contributor to a specified charity or as a sponsor of a public service announcement or a
specified charitable, community, or public interest program, activity, or event, provided that
the announcement contains no information about the lawyer or law firm other than
permissible content of advertisements listed in Rule 7.2(b) and the fact of the sponsorship or
contribution. In determining whether an announcement is a public service announcement for
purposes of this Rule and the Rule setting forth permissible content of advertisements, the
following are criteria that may be considered:
(1) whether the content of the announcement appears to serve the particular
interests of the lawyer or law firm as much as or more than the interests of the
public;
(2) whether the announcement contains information concerning the lawyer’s or
law firm’s area(s) of practice, legal background, or experience;
(3) whether the announcement contains the address or telephone number of the
lawyer or law firm;
(4) whether the announcement concerns a legal subject;
(5) whether the announcement contains legal advice; and
(6) whether the lawyer or law firm paid to have the announcement published.
(c) A listing or entry in a law list or bar publication.
(d) A communication mailed only to existing clients, former clients, or other lawyers.
(e) Any written communications requested by a prospective client.
(f) Professional announcement cards stating new or changed associations, new offices,
and similar changes relating to a lawyer or law firm, and that are mailed only to other lawyers,
relatives, close personal friends, and existing or former clients.
(g) Computer-accessed communications as described in subdivision (b) of Rule 7.6.
(h) Gift/Promotional Items. Items, such as coffee mugs, pens, pencils, apparel, and
the like, that identify a lawyer or law firm and are used/disseminated by a lawyer or law firm
not in violation of these Rules, including but not limited to Rule 7.2(c)(13) and Rule 7.4; and
(i) Office Sign(s) for Bona Fide Office Location(s). A sign, placard, lettering,
mural, engraving, carving or other alphanumeric display conveying information about a
lawyer, a lawyer’s services or a law firm’s services that is permanently affixed, hanging,
erected or otherwise attached to the physical structure of the building containing a bona fide
office location for a lawyer or law firm, or to the property on which that bona fide office
location sits.
(as amended by Order dated June 30, 2009)
Rule 7.9 Information about a Lawyer’s Services Provided Upon Request
(a) Generally. Information provided about a lawyer’s or law firm’s services upon
request shall comply with the requirements of Rule 7.2 unless otherwise provided in this Rule
7.9.
(b) Request for Information by Potential Client. Whenever a potential client shall
request information regarding a lawyer or law firm for the purpose of making a decision
regarding employment of the lawyer or law firm:
(1) The lawyer or law firm may furnish such factual information regarding the lawyer
or law firm deemed valuable to assist the client.
(2) The lawyer or law firm may furnish an engagement letter to the potential client;
however, if the information furnished to the potential client includes a contingency fee
contract, the top of each page of the contract shall be marked “SAMPLE” in print size
at least as large as the largest print used in the contract and the words “DO NOT
SIGN” shall appear on the client signature line.
(3) Notwithstanding the provisions of subdivision (c)(1)(D) of Rule 7.2, information
provided to a potential client in response to a potential client’s request may contain
factually verifiable statements concerning past results obtained by the lawyer or law
firm, if, either alone or in the context in which they appear, such statements are not
otherwise false, misleading or deceptive.
(c) Disclosure of Intent to Refer Matter to Another Lawyer or Law Firm. A
statement and any information furnished to a prospective client, as authorized by subdivision
(b) of this Rule, that a lawyer or law firm will represent a client in a particular type of matter,
without appropriate qualification, shall be presumed to be misleading if the lawyer reasonably
believes that a lawyer or law firm not associated with the originally-retained lawyer or law
firm will be associated or act as primary counsel in representing the client. In determining
whether the statement is misleading in this respect, the history of prior conduct by the lawyer
in similar matters may be considered.
Rule 7.10 Firm Names and Letterhead
(a) False, Misleading, or Deceptive. A lawyer or law firm shall not use a firm name,
logo, letterhead, professional designation, trade name or service mark that violates the
provisions of these Rules.
(b) Trade Names. A lawyer or law firm shall not practice under a trade name that
implies a connection with a government agency, public or charitable services organization or
other professional association, that implies that the firm is something other than a private law
firm, or that is otherwise in violation of subdivision (c)(1) of Rule 7.2.
(c) Advertising Under Trade Name. A lawyer shall not advertise under a trade or
fictitious name, except that a lawyer who actually practices under a trade name as authorized
by subdivision (b) may use that name in advertisements. A lawyer who advertises under a
trade or fictitious name shall be in violation of this Rule unless the same name is the law firm
name that appears on the lawyer’s letterhead, business cards, office sign, and fee contracts,
and appears with the lawyer’s signature on pleadings and other legal documents.
(d) Law Firm with Offices in More Than One Jurisdiction. A law firm with
offices in more than one jurisdiction may use the same name in each jurisdiction, but
identification of the lawyers in an office of the firm shall indicate the jurisdictional limitations
on those not licensed to practice in any jurisdiction where an office is located.
(e) Name of Public Officer or Former Member in Firm Name. The name of a
lawyer holding a public office or formerly associated with a firm shall not be used in the name
of a law firm, on its letterhead, or in any communications on its behalf, during any substantial
period in which the lawyer is not actively and regularly practicing with the firm.
(f) Partnerships and Organizational Business Entities. Lawyers may state or imply
that they practice in a partnership or other organizational business entity only when that is the
fact.
(g) Deceased or Retired Members of Law Firm. If otherwise lawful and permitted
under these Rules, a law firm may use as, or continue to include in, its name, the name or
names of one or more deceased or retired members of the law firm, or of a predecessor firm in
a continuing line of succession.
[adopted by Order dated June 26, 2008, as amended June 4, 2009 and June 30, 2009,
effective October 1, 2009, as further amended by Orders dated April 27, 2011 and April 29,
2011, and as further amended by Order dated June 2, 2016.]