It’s suitable to be a Lincoln Lawyer in SC

Standard

…at least when it comes to using a PO Box address in lawyer advertising

lincoln lawyer

Ethics Advisory Opinion 17-07 fielded a question from a solo practitioner with a virtual law office. He practices wherever his smart phone and laptop are, which, at any given moment, may be his home, a coffee shop, a park, his car or his vacation spot. His practice generates very little paper, and he keeps that paper at his home. He meets with clients at their places of business or at third-party meeting spaces. He uses a post office box address for all business mail.

He does not actively advertise his practice beyond a single online directory listing, but he is considering increasing his web presence for advertising purposes, and he doesn’t want to disclose his home address. His question was whether the use of a post office box address in advertising materials satisfies the requirement in Rule 7.2 that advertising communications must include the office address of at least one lawyer responsible for its content.

The Ethics Advisory Committee looked North for authority and cited an opinion from North Carolina* which stated: “…(R)equiring a street address in all legal advertising has proved problematic, particularly as the number of lawyers working from home offices or operation in virtual law practices has increased. The requirement is no longer practical or necessary to avoid misleading the public or to insure that a lawyer responsible for the advertisement can be located by the State Bar.”

The Committee also noted that the Bar accepts post office addresses as lawyers’ addresses and the Supreme Court accepts post office addresses in its Attorney Information System (AIS) as a part of the “official contact information”.

The Committee stated that use of a post office address qualifies as an “office address” for the purposes of Rule 7.2(d) provided the post office address is on file at the lawyer’s current mailing address in the lawyer’s listing in the AIS.

Interestingly, though, the Committee noted that Rule 7.2(h) also imposes a geographic location disclosure requirement, which was not addressed by this opinion.  Here is the text of that portion of the Rule:

“(h) All advertisements shall disclose the geographic location, by city or town, of the office in which the lawyer or lawyers who will actually perform the services advertised principally practice law. If the office location is outside a city or town, the county in which the office is located must be disclosed. A lawyer referral service shall disclose the geographic area in which the lawyer practices when a referral is made.”

This Lincoln Lawyer may have to come back to obtain an answer to that issue!

*2012 N.C. Formal Eth. Adv. Op. 6 at 2.

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