The Association of Personal Injury Lawyers (APIL) has launched an attack on rogue players in the industry through a campaign that urges clients only to approach law firms it has endorsed.

The offensive will be promoted through a new APIL logo and booklet and a Web site branded under the slogan 'No logo, no go'. The campaign will come into play in September.


APIL is also switching its accreditation process from the College of Personal Injury Law over to central APIL control, although the College of Law will still independently monitor the process.


APIL has set up four ranks based on experience and what lawyers have contributed to the profession. They are: senior fellow, fellow, senior litigator, and litigator. However, it is also branching out into corporate accreditation that will enable law firms to display the new logo and promote themselves under the APIL brand. To qualify, each firm will need to employ a senior litigator accredited by the association.


APIL chief executive Denise Kitchener said research had indicated that the public did not know where to go to get a reputable lawyer when they had suffered an injury, and were often confused between law firms and claims management companies. 'We are looking at ways to provide clear pathways to regulated lawyers so people know where to go,' she explained.


The Law Society also runs its own accreditation scheme. Ms Kitchener said: 'We will work alongside the Law Society panel, but this is much more of a public information campaign.'


Andrew Twambley, a partner at leading Manchester-based personal injury firm Amelans and an APIL member, backed the move, saying it might also help members step on the toes of claims managers. 'It's a good idea to bring the whole meaning of APIL to the public,' he added. 'It is better that people go to specialist personal injury solicitors rather than popping along to their local high street firm where they do wills and conveyancing as well.'