Law firms warned to stick to the rules after spat over recruitment adverts

GUIDELINES: top Jersey firm rapped over knuckles for claiming to be pre-eminent firm

Law firms are failing to heed basic guidelines when advertising, despite the fact that they face a higher risk of being reported for breaches than other professions, a top advertising solicitor cautioned last week.The warning came after the Advertising Standards Authority (ASA) upheld a series of complaints against law firms.

In one case, leading Jersey firm Mourant de Feu & Jeune had its knuckles rapped after rival practice Ogier & Le Masurier objected to recruitment adverts claiming it was the 'pre-eminent law firm in the land', acting for 'blue-chip clients with work of unrivalled quality'.

The ASA decided that the two firms were more or less neck and neck when it came to business standing and client base, and told Mourant not to repeat the claim.The ASA also upheld a complaint against Yorkshire firm J Wilson for 'unduly alarmist' warnings over mis-sold endowment policies.Dominic Farnsworth, a solicitor at leading advertising law firm Lewis Silkin, said that although rebukes by the ASA were often only considered a 'slap on the wrist' by advertisers, law firms were in a unique position.

'Cheeky advertisers often don't care about complaints, but law firms have to appear to be whiter than white and have a heightened appreciation of maintaining their integrity with the public,' he said.

Firms need to be wary of making superiority and exclusivity claims which cannot be substantiated, Mr Farnsworth added.

'Firms are often falling a cropper of these basic guidelines, and although Joe Public is not really going to care, other law firms are casting legal eyes over their adverts,' he explained.

'They will be be more aware than anyone of what is a breach of the [ASA's] code, and are in the best position to take advantage of it.'A spokesman for Mourant du Feu & Jeune said the firm gave the complainants a bottle of champagne 'to congratulate' them.

'There are things you have to be careful about when advertising, but life goes on,' he said.John Wilson, managing partner in J Wilson, said the same complaint about his firm had been made to the Office for the Supervision of Solicitors.

'It was thrown out because we are perfectly entitled to advertise our services in this way,' he said.Paula Rohan