As noted above, Rule 7.1 of the amended Rules remains unchanged. The wording of this rule remains faithful to the original in order to reaffirm the strict principle that a lawyer`s communication about his or her services must in no way be false or misleading.  Nor may counsel omit any facts about his services in order to make the statement as a whole misleading.   Paragraph (e) of this rule allows a lawyer to participate in an organization that uses personal contacts to enroll members in its group or prepaid legal services plan, provided that the personal contact is not established by a lawyer who would be a legal service provider under the plan. The organization must not be owned or managed (as a manager or otherwise) by any lawyer or law firm participating in the Plan. For example, subparagraph (e) would not allow a lawyer to form an organization controlled directly or indirectly by the lawyer and to use the organization to personally solicit the legal employment of the lawyer through his membership in the plan or otherwise. The disclosure authorized by these organizations is also not directed to a person who is known to require legal services in a particular case, but is designed so that potential plan members are generally informed of another means of affordable legal services. Lawyers participating in a legal services plan must reasonably ensure that the plan sponsors represent 27 N.C. Admin. Codes 1E.0301 et seq.
and Rules 7.1, 7.2 and 7.3(c). Formal Ethics Opinion 2009 3. The view is that a lawyer has a professional duty not to encourage or permit a non-legal employee to disclose the trust of a former employer`s clients for solicitation purposes. Rule 7.3, Soliciting Clients, prohibited advertising to clients through real-time personal, telephone or electronic contact if the lawyer`s primary reason was personal financial support, unless the lawyer had contacted another lawyer or a person with whom he or she has a personal relationship, such as family or a close friend.  The lawyer was also prohibited from recruiting a potential person or client through contact if the person clearly indicated to the lawyer that he or she did not want to be contacted or included the request for “coercion, coercion or harassment.”  Rule 7.3 further regulated advertising by requiring that any communication requested by a lawyer contain the words “promotional material” in order to inform the intended recipient that the communication was an advertisement.  The rules set limits on what a lawyer can and cannot do to recruit clients. The legal profession has undermined his dignity by the unscrupulous variety that considers it acceptable to walk through the corridors of hospitals with a set of business cards in hand. The same goes for lawyers who consider it a public service to prosecute defendants in the corridors of a courthouse with their business cards. No one wants to be attacked by aggressive strangers in a time of extreme vulnerability. “Ambulance hunters,” as some call plaintiffs` lawyers, who lack limits when it comes to recruiting injured clients, have given the profession a bad reputation.
Solicitation rules are intended to help maintain professional decency.  Paragraph (b) prohibits a lawyer from promoting professional employment through personal contact if one of the essential reasons for doing so is the financial benefit of the lawyer or law firm. A lawyer`s opinion is not an invitation if it is addressed to the general public, para. B through a billboard, Internet banner advertisement, website or television advertisement, or if it responds to a request for information or is automatically generated in response to an electronic search. RPC 71. The opinion governs, among other things, that a lawyer cannot accept legal employment through a prepaid legal services plan owned by the lawyer`s wife or another member of the lawyer`s immediate family if the plan markets its services upon personal request. The first rule on the list is that a lawyer cannot look for work for a fee by establishing personal or live telephone contact with a potential client whom he has never met or with whom he has no family or professional relationship. See model rule 7.3 (a).
Similarly, lawyers are not allowed to contact the spouse of someone they read in the newspaper that they were injured in an accident to do business. 2004 Formal Declaration of Ethics 5. The notice states that a letter of formal notice to potential class members must include the statement “This is an advertisement for legal services” in accordance with Rule 7.3(c).  Jason Tashea, Do Proposed Ad and Referral Changes Go Too Far, or Not Far Enough, Aba Journal (July 2018), www.abajournal.com/magazine/article/ad_referral_ethics_model_rules. A lawyer is not allowed to use an agent to do something that the lawyer himself is not allowed to do. Therefore, it is completely unethical to use a “runner” to attract customers. Lawyers have tried to circumvent ethical rules creatively and, for the most part, their attempts have disciplined them. RPC 242. The notice states that a lawyer may send a letter describing his services to the founders of a new company, provided that the words “This is an advertisement for legal services” are included in the communication. Formal Ethics Statement 2015 7.
The notice states that business relationships with health professionals established by a lawyer previously employed as a health care consultant constitute prior professional relationships within the meaning of Rule 7.3(a), so that the lawyer may directly seek legal employment through real-time contact, personal, telephone or electronic with health professionals.  A request that contains false or misleading information within the meaning of Rule 7.1, that involves coercion, coercion or harassment within the meaning of Rule 7.3(c)(2) or that involves contact with a person who has informed the lawyer of the wish not to be requested by the lawyer is prohibited.  See Id. to Rule 7.3 (omitting paragraph (c) above of Rule 7.3). RPC 146. The opinion is that a law firm may invite existing clients to a social event organized by the law firm before offering a contract offer. The statement goes on to say that the law firm can accommodate a social function for non-clients participating in the rental of the offer as long as the law firm does not recruit employment among non-clients. In addition to the state bars that govern the recruitment of lawyers, the federal government has issued additional regulations on the conduct of lawyers. Under one of the statutes, 49 U.S.C§ 1136(g)(2), attorneys cannot communicate with families or victims of a plane crash until at least 45 days after the accident. However, there are even rules that apply to sending letters. All written communication with a potential customer must bear the endorsement “Promotional Material”. See model rule 7.3 (c).
These words should be on the outside of the envelope, as well as on the first page of any communication. If a communication is recorded – for example, on an answering machine or for a television spot – the communication must begin and end when the viewer or listener is informed that he is a victim of advertising by a lawyer. Although the ABA has adopted and adopted the amendments, amendments and resolutions to the Model Rules for the Recruitment of Lawyers, the Rules have no legal effect on lawyers until States adopt them.  The ABA rules are only model rules, which means that states are not obliged to adopt the ABA rules as their own. However, many states are strongly convinced of the ABA`s expertise and often rely on model rules to pronounce their own.  “The next battleground is at the state level to get jurisdictions to consider doing the same.”  Some states have already taken the lead in beginning to adopt and adopt the amended model rules, including Oregon, Washington and Virginia.  Commentators have predicted that because of the significant changes that the ABA has made to the Standard Advertising Rules, administrations will likely begin to follow suit and adopt identical or similar versions of the Model Rules.  However, it is necessary to clarify whether the ABA`s objective of promoting uniformity among states will be achieved after the adoption of the amended and reformulated rules.  See Ass`n von Prof`l ou Rechtsanwälte, 2015 Report of the Regulation of Lawyer Advertising Committee 1, 6 (2015) [hereinafter APRL 2015 Report], www.americanbar.org/content/dam/aba/administrative/professional_responsibility/aprl_june_22_2015%20report.authcheckdam.pdf (whereas prior to the Supreme Court decision in 1977 there was a long-standing ban on lawyer advertising as a whole). Rule 7 of the ABA`s Model Rules of Professional Liability governs the advertising of lawyers with respect to how lawyers are permitted to advertise their professional services and attract future clients.  On August 6, 2018, the ABA House of Representatives approved numerous changes to the ethical rules then in effect for the recruitment of lawyers after a four-year trip by the Association of Professional Responsibility Lawyers (APRL) and the ABA to modernize the rules.
 The professional rules for advertising lawyers and encouraging them to do business have not been updated since the 1980s. Therefore, various groups, such as APRL, felt that a change in updating and reorganizing the rules was necessary to meet the advertising needs of lawyers in a modern technology society that is constantly evolving.  Before addressing the substantive amendments to the ABA Model Rules for The Advertising of Lawyers, a brief overview of the Lawyers` Advertising Rules, and Rule 7 in particular, is likely to be useful […].