The Internet is getting big and ugly. While our personal experience is still what we make of it, web-culture is seldom more than a reflection of our greater society. We take the good along with the bad; unfortunately, when it comes to web marketing, things don’t appear to be shaping up much different.
Regardless of whether they passively surf, actively participate, or assume the role of a web marketer, lawyers face daily decisions that require them to rise above and making good choices. No matter which techniques one chooses to employ, there seems to be an increased level of ethics involved - a duty to the legal profession, and also a duty to establish personal standards.
Most lawyers will acknowledge the importance of ethics, and this includes the standards we follow within legal marketing. Rules governing lawyer conduct are in place for good reason, and set the stage for what should be an even playing field. Where lawyers guide their marketing efforts from this point forward is a business decision, and simply part of market competition. Right? To a degree perhaps, but the answer isn’t that simple.
Marketing ethics are more than adhering to set standards, lawyers should recognize that carrying on business in an ethical manner can also be good business.
Please note, this article originally appeared on Slaw.ca.
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