Updated Resource: Marketing Considerations and Finding Options that Fit
Marketing is an essential part of building and maintaining a successful practice. It can be difficult deciding where to start when exploring the various aspects of marketing and when you might need to refresh your efforts. For more information on the ethical obligations relating to marketing, different marketing options and how to consider and plan your marketing activities review our updated Marketing Considerations and Finding Options that Fit resource.
This resource highlights the following obligations that all lawyers should be mindful of:
- Statements that a lawyer or firm is the “leading,” “top,” “best” or “most experienced” lawyer or firm, or using like wording, is prohibited under the Code of Conduct (Chapter 4) as it suggests qualitative superiority to other lawyers.
- Statements that a lawyer or firm is a “specialist” or “expert” in Alberta, or that they “specialize” or have “expertise” in specific areas, is also prohibited under the Code as Alberta does not certify specialists. Alberta lawyers can identify their “preferred practice areas” in their marketing.
- Unauthorized use of another organization’s logo, including use of the Law Society logo, incorrectly implies that you are associated with or endorsed by that organization. Logos are often legally protected intellectual property and unauthorized use can result in penalties and legal action.