As we plough into the fourth decade of authorized lawyer advertising (read "solicitation") far fewer lawyers are around who remember the strict and honorable rules that made ambulance chasing a disreputable endeavor.
The U.S. Supreme Court justices who in 1977 launched the solicitation era in Bates v. Arizona admitted they didn't know for sure what it would lead to. Were they ever right on that score!
See staff writer Petra Pasternak's February 26 article in The Recorder legal newspaper on "pay-per-click" Internet advertising (subscription required but a free trial is available) for a look at a world that Justice Warren Burger and friends could not have even imagined.
We learn there that plaintiffs' lawyers at "The Veen Firm" felt driven to it ... "a philosophical jump for us. We thought of ourselves as one of the more prominent firms in the city, not a 1-800 ambulance firm. ... But we need to make sure that our names are out there."
The Recorder tells us that "Oakland attorney Steven Kazan, who focuses on asbestos cases, says that competition for work is tougher than it's ever been. 'It's no longer a local practice,' he said. 'Lawyers from all over the country now compete for the guy who gets sick in Oakland.' His 21-lawyer firm, Kazan, McClain, invests in search engine optimization to help its five Web sites stay relevant. Non-lawyer Carolyn Chitty handles online marketing and advertising at the firm."
Lost over the years are the issues driving the Bates decision. As Chief Justice Burger noted in his concurrence/dissent: "Pressures toward some relaxation of the proscription against general advertising have gained force in recent years with the increased recognition of the difficulty that low- and middle-income citizens experience in finding counsel willing to serve at reasonable prices."
Most of the Bates court discussion focused on the price list advertised by the pair of Phoenix legal aid lawyers looking to bring in lower income people for a little legal help. The advertisement was simply: " Do you need a lawyer?... Legal services at very reasonable fees ... Divorce or legal separation -- uncontested (both spouses sign papers) ... $175.00 plus $20.00 court filing fee" and so on.
Much of the justification for Bates was to make legal services more accessible and affordable.
Justice Burger was not sold on this: "Although the exact effect of those changes cannot now be known, I fear that they will be injurious to those whom the ban on legal advertising was designed to protect -- the members of the general public in need of legal services. I am apprehensive, despite the Court's expressed intent to proceed cautiously, that today's holding will be viewed by tens of thousands of lawyers as an invitation -- by the public-spirited and the selfish lawyers alike -- to engage in competitive advertising on an escalating basis. Some lawyers may gain temporary advantages; others will suffer from the economic power of stronger lawyers, or by the subtle deceit of less scrupulous lawyers."
Sixteen years later, in a speech, Justice Burger provided an updated opinion on Bates, saying that lawyers taking advantage of it have taken the legal profession's standing to "its lowest ebb in the history of our country."
And what about advertising as promoting cost-cutting competition and increasing access to the legal system? Recall that a California Judicial Council survey in 2005 found that while the public's attitude toward the courts has been becoming more positive, the cost of an attorney was the most commonly stated barrier to access to the courts -- no matter what the respondent's income level.