Could a lawyer pay for a business-association directory listing that described practice areas without claiming specialties?

Plain-English summary

A lawyer proposed paying for a listing in a business association's directory. It would identify practice areas without calling them specialties or suggesting association endorsement.

The opinion approved the proposed format. It said whether the content was acceptable depended on each lawyer's particular advertisement. It cited no numbered rule.

Currency note

This 1994 opinion predates Missouri's 2007 amendments to its Rules of Professional Conduct. An official reference note identifies July 1, 2007 amendments to Rules 4-1.9 and 4-1.10. Subsequent rule amendments or later opinions may have changed the analysis. Treat this page as historical context and verify current rules before relying on it.

Common questions

Q: Was the paid directory format acceptable?

A: Yes, as described without specialty or endorsement claims.

Q: Did the opinion approve every possible listing?

A: No. It left content acceptability to the particular advertisement.

Background and rules framework

The opinion assessed the proposed directory-listing format while reserving judgment on individual advertising content. It cited no numbered rule.

See also

• Missouri Informal Op. 940187: Advertising material recipients
• Missouri Informal Op. 950035: Firm initials on materials

Source

• Landing page: https://mo-legal-ethics.org/informal-opinion/940182/

Original opinion text

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

QUESTION: Attorney wishes to be listed in a directory published by an association of businesses. The directory will identify Attorney´s area(s) of practice but will not indicate that these are specialties. Attorney will pay for the listing but the listing will not indicate endorsement by the association. ANSWER: The format is acceptable. Acceptability of content will depend on each attorney´s advertisement.