Advertising as a lawyer: what is allowed and what is not?
Since 1999, lawyers in Belgium have been allowed to advertise. Yet it appears that the profession is still reluctant to do so, whereas it is common practice in countries such as the Netherlands and the United States.
Strict rules around advertising
Although lawyers are allowed to advertise, there are strict rules ensuring deontologically correct behaviour. The Code of Ethics for Lawyers contains a chapter on deontology that includes guidelines around advertising. For example, lawyers are not allowed to advertise by showing off cases they have won, as this would violate professional secrecy. Comparative advertising and actively recruiting clients are also prohibited.
In addition, Peter Callens points out that advertising is not only a question of what is allowed, but also what is feasible.
Advertisements are expensive, and an investment in advertising is not a given for a lawyer. A page in the newspaper is expensive, and you have no guarantee of recouping that investment.
What does marketing mean in the legal profession?
Advertising in the legal profession is not just about advertisements in newspapers or on social media. It also includes professional visibility, such as a well-maintained website, informative blogs or newsletters, and giving lectures or interviews. Lawyers can put themselves and their expertise in the spotlight in an authorised way by, for example, participating in (legal) events or writing opinion pieces.
In addition, online presence plays an increasing role. More and more law firms are investing in a clear, informative website and professional social media profiles to reach potential clients in an accessible way. As long as deontology guidelines are respected, there is room for lawyers to publicise their services.
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