Case

Holland & Knight CMO Bruce Alltop answers Do Model Web Faces Misrepresent Law Firms?

In 1 on February 15, 2009 at 5:21 pm

The Bar's rules of professional conduct dealing with communications about lawyer services contain a section dealing with advertising prohibitions. Rule 4-7.2 (c) says that lawyers "shall not make or permit to be made a false misleading or deceptive communication about the lawyer or the lawyer's services" and that a communication violates the rule if it is deceptive or "contains a material misrepresentation of fact or law."

The rules, under "prohibited visual and verbal portrayals and illustrations," say that lawyers shall not include in their ads "any visual or verbal descriptions, depictions, illustrations or portrayals of persons, things or events that are deceptive, misleading, manipulative or likely to confuse the viewer."

Holland & Knight chief marketing officer Bruce Alltop also was unavailable for an interview on why the firm uses so many paid models on its Web site. However, in response to a question from the Daily Business Review, he issued a statement saying the practice is about to end.

"Holland & Knight is in the process of redesigning the firm's marketing materials," Alltop said in the statement. "The look and feel of our Web site will be compatible with the new marketing materials, which will not incorporate the use of models as a design element. When our existing Web site was redesigned in 2007, firm management decided to use models rather than our own lawyers so as not to divert our lawyers' time from serving our clients."

Holland & Knight spokeswoman Susan Bass added that the firm's new Web site — sans models — is expected to debut in the first quarter of this year.
 
By Bruce Alltop Source:

Posted via email from HKLaw Investigation

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