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Howard Weitzner, Attorney, Cutler Rader, Deerfield Beach, FL Howard Weitzner, attorney, Cutler Rader, Deerfield Beach, Florida.

Some seasoned members of the legal profession may recall a time when attorney advertising was prohibited. Over the past several years, however, we have seen a proliferation of it through various media. Indeed, attorney advertising has not only become the norm, but it has become almost essential for the continued success and viability of a law firm. Though many lawyers often speak of the ethical implications of attorney advertising—and rail against the larger firms with seemingly limitless resources to execute formal campaigns—their nobility and pride often give way to the harsh reality of the situation. If they wish to remain in the competitive marketplace of legal representation, they are forced to advertise. In other words, if everyone else is doing it, then I have to, also.

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