Bloomberg Law
Aug. 9, 2019, 5:17 PM UTC

N.J. Ethics Panel Tackles Lawyer Ads Using Competitors’ Names

Melissa Heelan Stanzione
Melissa Heelan Stanzione
Reporter

New Jersey lawyers can purchase a keyword of a competitor’s name so that a search of the name shows their own firm website as well as the competitor’s, the state ethics committee said in a recent advisory opinion.

The opinion was dated June 25 and released in August.

This doesn’t violate attorney advertising, communication, or misconduct rules, the committee said.

But paying a search engine to insert a hyperlink on a competitor lawyer’s name that diverts the user to the first lawyer’s website does violate attorney misconduct rules, it added.

States are beginning to come to terms with how advances ...

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