{"id":106,"date":"2016-01-22T16:57:05","date_gmt":"2016-01-22T16:57:05","guid":{"rendered":"https:\/\/www.sherin.com\/professional-liability\/?p=106"},"modified":"2019-06-03T15:38:04","modified_gmt":"2019-06-03T15:38:04","slug":"is-your-linkedin-profile-violating-attorney-advertising-rules-depends","status":"publish","type":"post","link":"https:\/\/www.sherin.com\/law-firm-defense\/2016\/01\/22\/is-your-linkedin-profile-violating-attorney-advertising-rules-depends\/","title":{"rendered":"Is Your LinkedIn Profile Violating Attorney Advertising Rules? Depends."},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-107 alignright\" src=\"https:\/\/www.sherin.com\/professional-liability\/wp-content\/uploads\/sites\/3\/2016\/01\/LinkedIn_Logo.svg_-300x81.png\" alt=\"LinkedIn_Logo.svg\" width=\"300\" height=\"81\" srcset=\"https:\/\/www.sherin.com\/law-firm-defense\/wp-content\/uploads\/sites\/3\/2016\/01\/LinkedIn_Logo.svg_-300x81.png 300w, https:\/\/www.sherin.com\/law-firm-defense\/wp-content\/uploads\/sites\/3\/2016\/01\/LinkedIn_Logo.svg_-768x208.png 768w, https:\/\/www.sherin.com\/law-firm-defense\/wp-content\/uploads\/sites\/3\/2016\/01\/LinkedIn_Logo.svg_-1024x278.png 1024w, https:\/\/www.sherin.com\/law-firm-defense\/wp-content\/uploads\/sites\/3\/2016\/01\/LinkedIn_Logo.svg_.png 1280w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/p>\n<p>The vast majority of lawyers have a LinkedIn page. Or if they don&#8217;t, their marketing department will make them create one eventually. Some use LinkedIn to build their profile and network, others to promote success, articles and speaking engagements. But is a LinkedIn page lawyer advertising and, if so, what must lawyers do to be sure they are on the right side of the Rules of Professional Conduct?<\/p>\n<p><a href=\"http:\/\/www.mass.gov\/obcbbo\/rpc7.htm\">Rules 7.1 to 7.5<\/a>\u00a0of the Massachusetts Rules of Professional Conduct govern lawyer advertising and solicitation. Some states, like New York, provide very detailed rules about what an advertisement may or may not include (or what it must include), how long it should be retained, etc.\u00a0 In fact, whereas Mass. R. Prof. C. 7.1 contains only two sentences, its New York counterpart is more than three pages long.<\/p>\n<p>Because of the more specific requirements in New York, an important issue for lawyers there (and other states with similarly detailed attorney advertising rules) is whether their individual profile on LinkedIn constitutes attorney advertising. If it is advertising, the attorney would have to comply with requirements like labeling the content \u201cAttorney Advertising\u201d and preserving a copy (of each iteration) for at least one year.<\/p>\n<p>Last month, the Association of the Bar of the City of New York Committee on Professional Ethics issued a formal opinion that stated that a LinkedIn profile does\u00a0<u>not<\/u>\u00a0constitute attorney advertising unless it meets each of five criteria:<\/p>\n<ul>\n<li>It is a communication made by or on behalf of the lawyer;<\/li>\n<li>The primary purpose of the LinkedIn content is to attract new clients to retain the lawyer for pecuniary gain;<\/li>\n<li>The LinkedIn content relates to the legal services offered by the lawyer;<\/li>\n<li>The LinkedIn content is intended to be viewed by potential new clients; and<\/li>\n<li>The LinkedIn content does not fall within any recognized exception to the definition of attorney advertising. <a href=\"http:\/\/www.nycbar.org\/ethics\/ethics-opinions-local\/2015opinions\/2350-formal-opinion-2015-7-application-of-attorney-advertising-rules-to-linkedin\">Formal Opinion 2015-7<\/a>.<\/li>\n<\/ul>\n<p>The NYC Committee report noted that it had come to a different conclusion that the Professional Ethics Committee of the New York County Lawyer\u2019s Association (\u201cNYCLA\u201d), which had concluded in March 2015 that \u201c[a] LinkedIn profile that contains only one\u2019s education and current and past employment does not constitute Attorney Advertising[, but] [i]f an attorney chooses to include information such as practice areas, skills, endorsements, or recommendations, the attorney\u00a0must treat his or her LinkedIn profile as attorney advertising\u00a0and include appropriate disclaimers pursuant to Rule 7.1.\u201d <a href=\"https:\/\/www.nycla.org\/siteFiles\/Publications\/Publications1748_0.pdf\">NYCLA Ethics Op. 748<\/a>\u00a0(2015).<\/p>\n<p>For practitioners in Massachusetts, the New York debate may be academic. There is no question that Massachusetts lawyers may advertise on the internet.\u00a0<a href=\"http:\/\/www.mass.gov\/obcbbo\/rpc7.htm\">See\u00a0Mass. R. Prof. C. 7.2(a)<\/a>\u00a0(\u201cSubject to the requirements of Rules 7.1 and 7.3, a lawyer may advertise services through written, recorded or electronic communication, including public media.\u201d). And,\u00a0even if an attorney\u2019s LinkedIn profile were considered to be \u201cadvertising\u201d in Massachusetts, the only requirement that the lawyer\u00a0must comply with\u00a0is the same requirement that runs through all of the Rules of Professional Conduct: honesty.\u00a0<a href=\"http:\/\/www.mass.gov\/obcbbo\/rpc7.htm\">See\u00a0Mass. R. Prof. C. 7.1<\/a>\u00a0(\u201cA lawyer shall not make a false or misleading communication about the lawyer or the lawyer&#8217;s services. A communication is false or misleading if it contains a material misrepresentation of fact or law, or omits a fact necessary to make the statement considered as a whole not materially misleading.\u201d). But this, of course, is the norm in\u00a0<u>all<\/u>\u00a0facets of legal practice.\u00a0<u>See, e.g.<\/u>, Mass. R. Prof. C. Preamble, 2.1, 3.3, 3.9, 4.1, 8.2, 8.4.<\/p>\n<p>Thus, at least here in the Commonwealth, a lawyer who scrupulously insures that his or her LinkedIn profile is truthful and not at all false or misleading \u2013 including with respect to statements that the attorney is a \u201cspecialist\u201d or \u201ccertified\u201d in a particular field of law, see <a href=\"http:\/\/www.mass.gov\/obcbbo\/rpc7.htm\">Mass. R. Prof. C. 7.4<\/a> \u2013 is within the bounds of our governing Rules.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The vast majority of lawyers have a LinkedIn page. Or if they don&#8217;t, their marketing department will make them create one eventually. Some use LinkedIn to build their profile and network, others to promote success, articles and speaking engagements. But is a LinkedIn page lawyer advertising and, if so, what must lawyers do to be [&hellip;]<\/p>\n","protected":false},"author":9,"featured_media":112,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"footnotes":"","_links_to":"","_links_to_target":""},"categories":[1],"tags":[7,5,8],"class_list":["post-106","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-ethics","tag-rules-of-professional-conduct","tag-social-media"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Is Your LinkedIn Profile Violating Attorney Advertising Rules? Depends. - Law Firm Defense<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.sherin.com\/law-firm-defense\/2016\/01\/22\/is-your-linkedin-profile-violating-attorney-advertising-rules-depends\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Is Your LinkedIn Profile Violating Attorney Advertising Rules? Depends. - Law Firm Defense\" \/>\n<meta property=\"og:description\" content=\"The vast majority of lawyers have a LinkedIn page. Or if they don&#8217;t, their marketing department will make them create one eventually. Some use LinkedIn to build their profile and network, others to promote success, articles and speaking engagements. 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