Document Type
Article
Publication Date
2016
Abstract
Lawyers have enthusiastically embraced search engine advertisements triggered by consumers’ keywords, but the legal community remains sharply divided about the propriety of buying keyword ads triggered by the names of rival lawyers or law firms (“competitive keyword advertising”). This Essay surveys the regulation of competitive keyword advertising by lawyers and concludes that such practices are both beneficial for consumers and legitimate under existing U.S. law - except in North Carolina, which adopted an anachronistic and regressive ethics opinion that should be reconsidered.
Automated Citation
Eric Goldman,
Regulation of Lawyers' Use of Competitive Keyword Advertising
(2016),
Available at: https://digitalcommons.law.scu.edu/facpubs/880
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Comments
Forthcoming in the University of Illinois Law Review