(a) Subject to the requirements of Rule 7.1 and 7.3, a lawyer may market and advertise legal services
through media, including published and on-line directories; newspapers, newsletters and other
periodicals; outdoor advertising; electronic advertising, including radio, television, video and the
Internet; and through text-based communications including written correspondence and e-mail.
(b) A copy or recording of an advertisement or communication must be kept for two years after its
last dissemination along with a record of when and where it was used. For written correspondence
and e-mail, a lawyer shall retain for two years from the date of sending a list of addressees. When
a lawyer uses recorded voice communications and transmits a communication by telephone call, the
lawyer shall retain for two years from the date of the call a record of any telephone number called.
(c)(b) Any communication made pursuant to this Rule must include the name and office address of
at least one lawyer or law firm responsible for its contents.
(d)(c) A lawyer shall not give anything of value to a person for recommending the lawyer's services,
except that a lawyer may
(1) pay the reasonable costs of advertisements or communications permitted by this Rule;
(2) pay the usual charges of a not-for-profit lawyer referral service or legal service organization; and
(3) pay for a law practice in accordance with Rule 1.17.
 To assist the public in learning about and obtaining legal services, lawyers should be allowed to
provide information about their services through various forms of marketing and advertising. The
public's need to gain information about legal services can be fulfilled in part through marketing and
advertising methods. These methods engage traditional media such as the Yellow Pages, newspapers
and television, as well as emerging technologies such as on-line directories, web sites, and e-mail.
Although information about legal services can benefit all types of clients, the need for information
is particularly acute among clients who may be unfamiliar with legal services. While the need for
information justifies the use of advertising, it, at the same time, increases the risk of misleading or
 Television is now one of the most powerful media for getting information to the public;
prohibiting television advertising, therefore, would impede the flow of information about legal
services to many sectors of the public. Limiting the information that may be advertised has a similar
effect and assumes that the bar can accurately forecast the kind of information that the public would
regard as relevant. Similarly, electronic media, such as the Internet, can be an important source of
information about legal services, and lawful communication by electronic mail is permitted by this
Rule. But see Rule 7.3(a) for the prohibition against the solicitation of a prospective clientanyone
known to be in need of legal services in a particular matter through a real-time electronic exchange
that is not initiated by the prospective clientperson.
 Neither this Rule nor Rule 7.3 prohibits communications authorized by law, such as notice to
members of a class in class action litigation.
Record of Advertising
 Paragraph (b) requires that a record of the content and use of advertising be kept in order to
facilitate enforcement of this Rule. It does not require that advertising be subject to review prior to
Paying Others to Recommend a Lawyer
 A lawyer is allowed to pay for advertising permitted by this Rule and for the purchase of a law
practice in accordance with the provisions of Rule 1.17, but otherwise is not permitted to pay another
person for recommending the lawyer’s services or for channeling professional work in a manner trhat
violates Rule 7.3, A communication contains a recommendation if it endorses or vouches for a
lawyer’s credentials, abilities, competence, character, or other professional qualities. Moreover, a
lawyer may pay others for generating client leads, such as Internet-based client leads, as long as the
lead generator does not recommend the lawyer, any payment to the lead generator is consistent with
Rules 1.5(e) (division of fees) and 5.4 (professional independence of the lawyer), and the lead
generator’s communications are consistent with Rule 7.1 (communications concerning a lawyer’s
services). To comply with Rule 7.1, a lawyer must not pay a lead generator that states, implies, or
creates a reasonable impression that it is recommending the lawyer, is making the referral without
payment from the lawyer, or has analyzed a person’s legal problems when determining which lawyer
should receive the referral. This restriction does not prevent an organization or person other than the
lawyer from advertising or recommending the lawyer's services. Thus, a legal aid agency or prepaid
legal services plan may pay to advertise legal services provided under its auspices. Likewise, a
lawyer may participate in not-for-profit lawyer referral programs and pay the usual fees charged by
such programs. Paragraph (c) does not prohibit paying regular compensation to an assistant, such as
a secretary, to prepare communications permitted by this Rule.