Ethics Opinions
Iowa Supreme Court Board of Professional Ethics and Conduct
Date of Opinion:
03/07/2002
Opinion Number:
01-05
Title:
ADVERTISING: QWESTDEX WEBSITE
Opinion:
You have advised that QwestDex.com has offered Iowa lawyers the opportunity to be listed under the heading “Premier Businesses” on its website listing service for lawyers and law firms. You have asked two questions: (1) Would such a listing by an Iowa lawyer or law firm violate DR 2-101(B)(2) of the Iowa Code of Professional Responsibility for Lawyers by providing a listing that was not “alphabetical”? and (2) Would a listing under the heading “Premier Businesses” violate DR 2-101(A) as an unverifiable statement?
DR 2-101(B)(5) specifically permits lawyer advertising by radio, television, “or other electronic or telephonic media.” This would include advertising on an internet web site. See prior Ethics Opinions: 95-30, 96-1, 96-2, 96-14, 00-1, and 00-7. DR 2-101(B)(2) and (3) deal with lawyer and law firm telephone and city directory listings and provide for: alphabetical listings, classified listings, and display and box advertisements. The Board believes the rule with respect to directory listings applies to internet listings which must be alphabetical or classified.
The identification of a lawyer or law firm as a “premier business” is an unverifiable claim, contrary to DR 2-101(A) of the Iowa Code of Professional Responsibility for Lawyers.
For the reasons set out herein Iowa lawyers should not permit their name or their law firm name to be listed as a “premier business” in the QwestDex.com internet directory.