Many law professionals have acknowledged that they should not advertise their firm and skills as “the best,” as it crosses into the ethics of misleading statements and falsification. So how does one firm get away with having their Florida practice titled Best Law Firm, Florida P.A.?
Mr. David Best has found a way to legally advertise his practice as the “best” due to his namesake, but there are still other ethical guidelines that he and all other lawyers should follow. When marketing your firm, you need to be careful about how you are presenting your practice.
Under the ABA Formal Opinion 10-457, law firm websites should comply with ABA Model Rules that prohibit false or misleading statements. This includes using the terms such as “specialist,” “expert,” or “the best.” Lawyers can only use the term specialist if they are certified in a specific practice area, such as worker’s compensation, elder law, or tax law.
Nowhere on Best Law Firm’s website do Mr. Best and his partner describe themselves as “the best”. Since you’ll still want to present your law firm in a reputable way, try using terms like “experienced,” “skilled,” “seasoned,” and “well-established.” An experienced attorney can help you with your legal troubles today, while the best lawyer may simply be faced with an ethical fine.