Council backs cold-calling of commercial clients

Solicitors will be able to cold-call commercial clients and run comparative advertising under plans to be fast-tracked into the solicitors' practice rules.The Law Society's ruling council last week approved a series of relaxations to the publicity code, which will also allow firms with close associations with non-legal businesses, such as accountants, to reflect the link in their names.The revised publicity code has now been put to the Master of the Rolls, Lord Phillips of Worth Matravers, for approval.The Society's regulation review working party had originally recommended removing the ban on cold-calling altogether, but this was opposed in a consultation and changed to maintain the ban on approaching members of the public.'I find the idea of doorstepping vulnerable clients offensive,' said Edward Nally, chairman of the working party.Patrick Allen, who represents the Association of Personal Injury Lawyers on the council, said it could 'not be persuaded' to change its opposition to cold-calling individuals.

However, the Office of Fair Trading has described the ban in its entirety as anti-competitive.Mr Nally said that practice rule 11, which deals with names, has been pared 'to the absolute core' to allow firms to be more creative.A spokesman for City firm Garretts - which is associated with Big Five accountants Arthur Andersen - confirmed that it would look to change its name to Andersen Legal.

The move helped clients in 'allowing firms to make clearer the extent and nature of their professional relationships'.The code has dropped restrictions on publicity in bad taste, claims to specialisation, success rates, and comparisons and criticisms.'These provisions are commercially outdated and the general prohibition on misleading or inaccurate publicity provides an appropriate level of protection,' an accompanying paper told the council.

'Solicitors will still be subject to the statutory comparative advertising regulations.'The other key change would require the words 'regulated by the Law Society' to appear on all firms' stationery.

This removes the current alternative of 'solicitor(s)'.