SR Vol 24 No 5, October 2006 - Nova Scotia Barristers' Society

You bethejudgeA:Some of you will recall when Nova Scotia cable televisionswitched from Maine based stations to Detroitbroadcasts. Not only did we lose Dick Stacey’sCountry Jamboree, debatably a good thing, but wealso got a feet first introduction into how some lawyers did businessin the big city. I particularly recall a late night commercial aired byone Detroit law office offering a free bicycle with every divorce.Do you want the general publicgrouping you, even if it is undeserved,with lawyers who give away a freebicycle with every divorce?Since that time here are some other equally tacky advertising approaches:Remember Jim “the Hammer” Shapiro, who looked youin the eye and said, “I may be an S.O.B., but I’m your S.O.B.”. Orhow about the Nevada lawyer who was prohibited from referring tohimself as “The Heavy Hitter”. And consider the law firm that rana television spot advertising that it could help accident victims – asbags of money were tossed out of an armoured truckRecently, the Law Society of Alberta revised its Code of ProfessionalConduct to place restrictions on how lawyers advertise their servicesand promote themselves to the public. Should our Barristers’ Societyfollow suit? The short answer is yes. The reasons for such an approachare numerous, but really, it boils down to one word, “dignity”.If we, as a self-governingprofessional body, wantto continue to enjoy thisunique status, we must doR. Ritchie WheelerWheeler Serbu Barristers & Solicitorswhatever is necessary to preserve, nay, promote our image to the publicas responsible practitioners worthy of respect. Do you want thegeneral public grouping you, even if it is undeserved, with lawyerswho give away a free bicycle with every divorce? Personally, I thinkif you want to be known as “the Hammer” you should have gone towrestling school, not law school.Advertising can be a valid means of attracting clients and in this informationage can take many forms. However, new technologies likethe Internet create additional challenges to lawyers because of cyberspace’sability to erase geographic boundaries. Lawyers engaged inthis form of cross-border advertising must give careful considerationto not offending the rules of other Bar Societies.There are several excellent starting points for potential legal serviceadvertisers that provide good advice on the subject. We need rulesthat will not only provide guidance to our members but which willalso preserve the integrity and dignity of our profession.Advertising by lawyers needs to be tasteful in order to be both effectiveand to encourage public confidence in the profession. Our Barristers’Society is best positioned to provide guidance in this regard. If“lawyerly” conduct encompasses our behaviour both in and outsidethe confines of our office walls it must also include how we portrayourselves to the public.28 The Society Record