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Attorney Advertising:
Alaska Bar Guidelines and Rules

If you are part of the Alaska Bar and are admitted to practice law by the Supreme Court of Alaska, there are some rules you need to adhere to when it comes to internet marketing, including social media and your custom law firm website.

The Alaska Rules of Professional Conduct (ARPC) and the Alaska Bar Rules are set to make sure law firm advertising is both honest and ethical. If you fail to follow the guidelines and regulations, you may be subject to disciplinary action.

The trusted marketing firm at Law Firm Sites will ensure your website and advertisements fit within the Alaska requirements while still being effective for your Law Firm.

Resources

Alaska Rules of Professional Conduct

Adopted Ethics Opinions

Use of Membership in Lawyer Ranking System In Lawyer / Law Firm Advertising

Key Rules to be aware of

Rule 7.1. Communications Concerning a Lawyer’s Services.

A lawyer shall not make a false or misleading communication about the lawyer or the lawyer’s services or any prospective client’s need for legal services. A communication is false or misleading if it:

(a) contains a material misrepresentation of fact or law, or omits a fact necessary to make the statement considered as a whole not materially misleading;

(b) is likely to create a reasonable but unjustified expectation about results the lawyer can achieve, or states or implies that the lawyer can achieve results by means that violate the Rules of Professional Conduct or other law; or

(c) compares the lawyer’s services with other lawyers’ services, unless the comparison can be factually substantiated

Rule 7.2. Advertising.

(a) Subject to the requirements of Rules 7.1 and 7.3, a lawyer may advertise services through written, recorded, or electronic communication, including public media.

(b) 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 legal service plan or a not-for-profit or qualified lawyer referral service. A qualified lawyer referral service is a lawyer referral service that has been approved by an appropriate regulatory authority;

(3) pay for a law practice in accordance with Rule 1.17; and

(4) refer clients to another lawyer or a nonlawyer professional pursuant to an agreement not otherwise prohibited under these Rules that provides for the other person to refer clients or customers to the lawyer, if

(i) the reciprocal referral agreement is not exclusive, and

(ii) the client is informed of the existence and nature of the agreement.

(c) Any communication made pursuant to this rule shall include the name and office address of at least one lawyer or law firm responsible for its content.