Utah Sup. Ct. R. Prof'l. Prac. 7.2
Utah. Sup. Ct. R. Prof'l. Prac. 7.2
Comment
[1] To assist the public in learning about and obtaining legal services, licensed paralegal practitioners should be allowed to make known their services not only through reputation but also through organized information campaigns in the form of advertising. Advertising involves an active quest for clients, contrary to the tradition that providers of legal services should not seek clientele. However, the public's need to know about legal services can be fulfilled in part through advertising. This need is particularly acute in the case of persons of moderate means who have not made extensive use of legal services. The interest in expanding public information about legal services ought to prevail over considerations of tradition. Nevertheless, advertising by licensed paralegal practitioners entails the risk of practices that are misleading or overreaching.
[2] This Rule permits public dissemination of information concerning a licensed paralegal practitioner's name or firm name, address, email address, website and telephone number; the kinds of services the licensed paralegal practitioner will undertake; the basis on which the licensed paralegal practitioner's fees are determined, including prices for specific services and payment and credit arrangements; a licensed paralegal practitioner's foreign language ability; names of references and, with their consent, names of clients regularly represented; and other information that might invite the attention of those seeking legal assistance.
[3] Questions of effectiveness and taste in advertising are matters of speculation and subjective judgment. Some jurisdictions have had extensive prohibitions against television and other forms of advertising, against advertising going beyond specified facts about a licensed paralegal practitioner or against "undignified" advertising. Television, the Internet and other forms of electronic communication are now among the most powerful media for getting information to the public, particularly persons of low and moderate income; prohibiting television, Internet, and other forms of electronic 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. But see Rule 7.3 of the Licensed Paralegal Practitioner Rules of Professional Conduct for the prohibition against a solicitation through a real-time electronic exchange initiated by the licensed paralegal practitioner.
[4] Neither this Rule nor Rule 7.3 of the Licensed Paralegal Practitioner Rules of Professional Conduct prohibits communications authorized by law.
Paying Others to Recommend a Licensed Paralegal Practitioner.
[5] Except as permitted by paragraph (f), licensed paralegal practitioners are not permitted to pay others for recommending the licensed paralegal practitioner's services or for channeling professional work in a manner that violates Rule 7.3 of the Licensed Paralegal Practitioner Rules of Professional Conduct. A communication contains a recommendation if it endorses or vouches for a licensed paralegal practitioner's credentials, abilities, competence, character, or other professional qualities. Paragraph (f), however, allows a licensed paralegal practitioner to pay for advertising and communications permitted by this rule, including the costs of print directory listings, on-line directory listings, newspaper ads, television and radio airtime, domain-name registrations, sponsorship fees, Internet-based advertisements and group advertising. A licensed paralegal practitioner may compensate employees, agents and vendors who are engaged to provide marketing or client-development services, such as publicists, public-relations personnel, business-development staff and website designers. Moreover, a licensed paralegal practitioner may pay others for generating client leads, such as Internet-based client leads, as long as the lead generator does not recommend the licensed paralegal practitioner, and any payment to the lead generator is consistent with the licensed paralegal practitioner's obligations under these rules. To comply with Rule 7.1 of the Licensed Paralegal Practitioner Rules of Professional Conduct, a licensed paralegal practitioner must not pay a lead generator that states, implies, or creates a reasonable impression that it is recommending the licensed paralegal practitioner is making the referral without payment from the licensed paralegal practitioner, or has analyzed a person's legal problems when determining which lawyer should receive the referral. See Rule 5.3 of the Licensed Paralegal Practitioner Rules of Professional Conduct (duties of licensed paralegal practitioners and law firms with respect to the conduct of non-lawyers and non-licensed paralegal practitioners); Rule 8.4(a) of the Licensed Paralegal Practitioner Rules of Professional Conduct (duty to avoid violating the Rules through the acts of another).
[6] A licensed paralegal practitioner may pay the usual charges of a legal service plan or a referral service. A legal service plan is a prepaid or group legal service plan or a similar delivery system that assists prospective clients to secure legal representation. A licensed paralegal practitioner referral service, on the other hand, is an organization that holds itself out to the public to provide referrals to licensed paralegal practitioners with appropriate experience in the subject matter of the representation. No fee generating referral may be made to any licensed paralegal practitioner or firm that has an ownership interest in, or who operates or is employed by, the licensed paralegal practitioner referral service, or who is associated with a firm that has an ownership interest in, or operates or is employed by, the licensed paralegal practitioner referral service.
[7] A licensed paralegal practitioner who accepts assignments or referral from a legal service plan or referrals from a licensed paralegal practitioner referral service must act reasonably to assure that the activities of the plan or service are compatible with the licensed paralegal practitioner's professional obligations. See Rule 5.3 of the Licensed Paralegal Practitioner Rules of Professional Conduct. Legal service plans and licensed paralegal practitioner referral services may communicate with the public, but such communication must be in conformity with these Rules. Thus, advertising must not be false or misleading, as would be the case if the communications of a group advertising program or a group legal services plan would mislead the public to think that it was a licensed paralegal practitioner referral service sponsored by a state agency or bar association. Nor could the licensed paralegal practitioner allow in-person, telephonic, or real-time contacts that would violate Rule 7.3.
[8] For the disciplinary authority and choice of law provisions applicable to advertising, see Rule 8.5 of the Licensed Paralegal Practitioner Rules of Professional Conduct.
[8a] Reserved.