Can a firm advertise under a short version of its name, like 'The Smith Law Firm,' when its real name is longer?

Plain-English summary

A member of a 50-year-old Seattle firm, "Smith, Jones & Jackson, P.S." (a fictitious name used in the inquiry), asked whether the firm could place "The Smith Law Firm" at the top of an advertisement, alongside the full firm name, phone number, and address, when "The Smith Law Firm" had not been incorporated by anyone in the state. The question was whether using the abbreviated name in addition to the full name would violate Title 7 of the Rules of Professional Conduct.

The committee said that as long as the abbreviated designation "The Smith Law Firm" is coupled directly in advertising with the full firm name "Smith, Jones & Jackson, P.S.," the proposed advertising complies with RPC 7.5 and 7.1.

Currency note

This opinion was issued in 2005, before the Washington State Bar Association's adoption of the 2006 revisions to the Rules of Professional Conduct. Subsequent rule amendments or later opinions may have changed the analysis. Treat this page as historical context, not current guidance. Verify against current rules before relying on any specific rule mentioned here.

In practice

Under the Washington rules as they stood at the time of the opinion, the committee allowed an abbreviated firm name in advertising on a single condition: it had to appear directly with the full firm name. Pairing the two satisfied the firm-name rule (RPC 7.5) and the anti-misleading communications rule (RPC 7.1). The committee did not bless the short name standing alone; the coupling is what kept the advertisement from being misleading.

Common questions

Q: Can a firm advertise under a shortened version of its name?

A: The committee said yes, a firm may use an abbreviated designation such as "The Smith Law Firm," provided it is coupled directly in the advertising with the full firm name.

Q: Does the short name have to be registered or incorporated?

A: The committee did not require registration; it said the abbreviated name complies with RPC 7.5 and 7.1 when shown directly with the full firm name.

Background and rules framework

The opinion interprets RPC 7.5 (Model Rule 7.5, firm names) and RPC 7.1 (Model Rule 7.1, communications concerning a lawyer's services must not be false or misleading). The committee treated an abbreviated firm name in advertising as permissible when paired with the full name, so the public is not misled about the firm's identity.

Citations and references

Rules of Professional Conduct:

• Model Rule 7.5 / Washington RPC 7.5 (firm names)
• Model Rule 7.1 / Washington RPC 7.1 (communications must not be false or misleading)

See also

• WA Ethics Op. 1980: Middle Name in Firm Name
• WA Ethics Op. 2077: Using a Pre-Divorce Name
• WSBA Ethics Op. 1144: Keeping a Departed Partner's Name

Source

• Landing page: https://ao.wsba.org/print.aspx?ID=1331

Original opinion text

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

Advisory Opinion: 2088
Year Issued: 2005
RPC(s): RPC 7.1, 7.5
Subject: Use of firm name

The inquirer is a member of a law firm and asks the following question:

Smith, Jones & Jackson, P.S. [fictitious name] has been a law firm in Seattle for over 50 years. They would like to do advertising for their firm. The firm would like to have ‘The Smith Law Firm’ at the top of their advertisement in addition to the full name of Smith, Jones & Jackson, P.S. along with their phone number and address in the advertisement. ‘The Smith Law Firm’ has not been incorporated by anyone in the state. Would Smith, Jones & Jackson, P.S. violate Title 7 of the Rules of Professional Conduct by using ‘The Smith Law Firm’ in addition to their full name in their advertisement?

The Committee believes that as long as the abbreviated designation “The Smith Law Firm” is coupled directly in advertising with the full firm name of “Smith, Jones & Jackson, P.S.” the proposed advertising complies with RPCs 7.5 and 7.1.