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I can already envision the TV advert, with the urban landscape turning green, as an annoying guitar riff and singing idiot meshes with the message being broadcast, that LV, a trusted insurer for generations,can also now be entrusted with your legal services online.

The Law Society with its ancient origins, could never have imagined that years later following its genesis, the Government of the day would throw a grenade at the heart of professionalism, so as to dumb down and corrupt our centuries old legal system.Neither could the Law Society have imagined that potential legal services giants might emerge, but formed in such a way as to distort the solicitor's traditional duty to his or her client.

However we are where we are, and despite the best efforts of the Law Society, recent attempts to raise the profile of solicitors just by marketing have, I am afraid, failed.

LV's primary motivation for offering legal services is to offer financial products to its "customers" whether they are suitable or not.

The Law Society has a duty to act impartially, and whilst it has embraced the idea of ABS entities, equally it must do more to promote the merits of traditional law firms.

Oscar Wilde once wrote about there being only one thing worse than being talked about, and that was not being talked about.The way forward is to promote what survives of the legal profession by taking a more robust campaigning role. Mere passivity will not do.