Ezel / Ethics Opinions / MOLEC

May a lawyer mention military service in a Yellow Pages advertisement?

Short answer Yes. The opinion permits information about military service if it is truthful and not misleading.
Bar
MOLEC
Issued
2003

Apply this to your situation

This page answers the general question as of 2003. Ask about yours and see what the current Missouri Rules of Professional Conduct say for your facts, with citations.

Currency note: this opinion is from 2003
Subsequent statutory amendments, court decisions, or later opinions or rule amendments may have changed the analysis. Treat this page as historical context, not current legal advice. Verify current law before relying on any specific rule, deadline, or remedy mentioned here.
How much weight this carries: Under Missouri Supreme Court Rule 5.30, formal opinions are binding; informal opinions are advisory. Source.
About this page: The plain-English summary, reader guidance, and Q&A below were written by Ezel based on the official ethics opinion. The original opinion (linked on this page) is the authoritative source for any reliance.

Plain-English summary

A lawyer asked whether a Yellow Pages advertisement could say the lawyer was a veteran and describe the nature of the military service.

The opinion permits the information as long as it is truthful and not misleading.

In practice

The opinion allows the proposed description of military service, subject to truthfulness and avoiding misleading claims.

Common questions

Q: May the lawyer call themself a veteran?

A: Yes, if the statement is truthful and not misleading.

Q: May the advertisement describe the service?

A: Yes. The opinion permits specific service information on the same condition.

Background and rules framework

The published answer states a truthfulness and nonmisleading-content condition without citing a numbered rule.

See also

Source

Original opinion text

Reproduced from the official source for research purposes. The linked source is authoritative.

QUESTION: May Attorney include in his Yellow Pages advertisement that Attorney is a veteran, along with specific information regarding the nature of Attorney’s service?

ANSWER: Information regarding military service may be included in advertising, as long as the information is truthful and not misleading.

What do the rules say today, for your facts?

This opinion is from 2003. Ezel checks the current Missouri Rules of Professional Conduct against your situation and cites the rules it relies on.

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