What must all attorney advertisements avoid?

All attorney advertisements must avoid false or misleading communications to comply with ethical standards and maintain professionalism in the legal profession. The principle behind this requirement is to ensure that potential clients receive accurate information that reflects the true capabilities and nature of the legal services being offered. Misleading advertisements can create unrealistic expectations, harm the integrity of the legal profession, and ultimately lead to consumer deception.

False or misleading communications undermine the trust that the public places in legal practitioners and can also result in disciplinary actions against the attorney. This rule emphasizes the importance of honesty and transparency in legal advertising, as it protects both clients and the broader legal community.

While personal achievements, lists of previous clients, or specific cases won can be included in advertisements under certain conditions, they must be presented in a way that is not misleading. Hence, the prohibition on false or misleading communications is the overarching rule that all attorney advertisements must adhere to.