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1. Does the advertisement contain any aspect that is false, misleading, or deceptive? Rule 4-7.2(c)(1).
2. Does the advertisement contain any misrepresentations of fact or law? Rules 4 7.2(c)(1)(A), 4-7.2(b)(2).
3. Does the advertisement contain any information that promises results? Rule 4-7.2(c)(1)(G).
4. Does the advertisement contain any references to past results? Rule 4-7.2(c)(1)(F).
5. Does the advertisement contain any statements that describe or characterize the quality of the lawyer's services? Rule 4-7.2(c)(2).
6. Does the advertisement fail to disclose the city of at least one bona fide office location of the advertising attorney? Rule 4-7.2(a)(2). Is the geographic disclosure illegible? Rule 4-7.2(c)(11).
7. Does the advertisement fail to contain the name of at least one lawyer responsible for the advertisement? Rule 4-7.2(a)(1). Is the name illegible? Rule 4-7.2(c)(11).
8. If the advertising law firm employs a fictitious or trade name, does the fictitious or trade name fail to appear on all the firm's advertising, letterhead, business cards, office sign, pleadings, and other firm documents? Rule 4-7.9(c).
9. Only attorneys who are board certified in a particular area of the law may claim to be certified, board certified or claim a specialization or expertise and only in the area of law in which they are certified. A firm cannot claim a specialization.
(a) Does the advertising attorney, who is not board certified, claim a specialization or expertise? Rule 4-7.2(c)(6).
(b) Does the advertising attorney, who is board certified, claim a specialization or expertise in an area of law other than that in which he or she is board certified? Rule 4-7.2(c)(6).
(c) Does the advertising firm claim a specialization? Rule 6-3.4(c) and Rule 4 7.2(c)(6).
10. If the advertisement quotes a fee, does it fail to disclose whether the client will be responsible for any costs or expenses in addition to the advertised fee? Rule 4-7.2(c)(7). Is the cost disclosure illegible? Rule 4-7.2(c)(11). If the advertisement appears in a language other than English, does the cost disclosure fail to appear fail to in that language? Rule 4-7.2(c)(10).
11. If the advertisement states that the attorney will not receive a fee unless an award is obtained, does the advertisement fail to disclose whether or not the client will be responsible for costs or expenses in the absence of a recovery? Rule 4-7.2(c)(7). Is the cost disclosure illegible? Rule 4-7.2(c)(11). If the advertisement appears in a language other than English, does the cost disclosure fail to appear in that language? Rule 4-7.2(c)(10).
12. Does the lawyer advertise for legal employment in an area of practice in which the lawyer does not currently practice? Rule 4-7.2(c)(4).
13. Does the advertisement contain any testimonials or endorsements? Rule 4-7.2(b)(1)(J).
14. Does the advertisement fail to disclose that the case or matter will be referred to another lawyer or law firm? Rule 4-7.2(c)(13). Is this disclosure illegible? Rule 4-7.2(c)(11). If the advertisement appears in a language other than English, does the disclosure fail to appear in that language? Rule 4-7.2(c)(10).
15. Does the advertisement contain the voice or image of a celebrity? Rule 4-7.2(c)(15)
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