If you select a memorable website address, or URL, and heavily promote it, does that in effect become your trade and law firm name? Or is it more like picking a clever telephone number that you prominently promote in ads?

The Standing Committee on Advertising faced that question when it considered a website that promoted its uniform resource locator (URL), 500bankruptcy.com, in larger type and more prominently than the name of the posting lawyer and his law firm.

And on another matter, the committee rejected again a proposed billboard that advertised “0%” attorneys fees while a disclaimer in smaller print revealed there could be contingency and referral fees if the case didn’t settle within 90 days.

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