BAD LAWYER ADS:
Fred Taylor for
Berman & Berman,
Boca Raton, Florida
Under Florida Bar Rule 4-7.15, Unduly Manipulative or Intrusive Advertisements, the Florida Bar prevents an advertisement which “contains the voice or image of a celebrity, except that a lawyer may use the voice or image of a local announcer, disc jockey or radio personality who regularly records advertisements so long as the person recording the announcement does not endorse or offer a testimonial on behalf of the advertising lawyer or law firm.”
The Rule further explains, “A lawyer or law firm advertisement may not contain the voice or image of a celebrity. A celebrity is an individual who is known to the target audience and whose voice or image is recognizable to the intended audience. A person can be a celebrity on a regional or local level, not just a national level. Local announcers or disc jockeys and radio personalities are regularly used to record advertisements. Use of a local announcer or disc jockey or a radio personality to record an advertisement is permissible under this rule as long as the person recording the announcement does not endorse or offer a testimonial on behalf of the advertising lawyer or law firm.”
We are seeing a disturbing trend with this Rule. As I was watching footage of a news story, up pops former Florida Gator and NFL Running back Fred Taylor in an ad for Florida lawyers, Berman and Berman, and #28 wants you to call him if someone dies. But because he was hired as “director of client relations” for a day, it’s okay?