Florida Supreme Court amends, and some say "loosens," lawyers’ advertising rules

A divided Florida Supreme Court yesterday eliminated a number of existing limits in the state's regulations on advertising by lawyers but also extended the rules to websites.

A majority of the seven justices agreed to permit previously prohibited ads that characterize the quality of legal services being offered, information about past results and testimonials, but held that all advertising must be “objectively verifiable,” whether distributed over the Internet or through traditional media such as print, outdoor and broadcast.  Thus, lawyers will be allowed to refer to verifiable facts about their past cases, but not to simply assert that they are one of "the best trial lawyer in Florida.”  The court held this would be misleading and prohibited.  Two justices filed dissenting opinions.  You can read the opinions here and a short summary here.