Marketing is the life-blood of most commercial companies. Changes in the Solicitors’ Publicity Code have meant that law firms can now use new direct marketing techniques to initiate the growth of ‘ideal’ clients, ensure they retain their existing client base and keep one step ahead of the competition.
The Solicitors’ Publicity Code (Amendment) Rules 2001 came into effect on 16 November, 2001. The rules contain a new solicitors’ publicity code abolishing the restrictions on the marketing of legal services. This brings the legal profession level with other professional services such as chartered accountants, who have been able to make unsolicited cold representations – whether face-to-face or on the telephone – since the early 1990s.
