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Permitting lawyers to purchase a competitor lawyer’s name as a keyword in an internet search as part of a search engine’s ad campaign in order to promote the lawyer’s law firm “condones gamesmanship over professionalism,” said the New Jersey State Bar Association (NJSBA) in its brief to the New Jersey Supreme Court last week. The NJSBA urged the Court to review Opinion Number 735 by the Advisory Committee on Professional Ethics (ACPE), which opined that the practice does not violate the Rules of Professional Conduct. The brief was written by NJSBA member Bonnie C. Frost, of Einhorn Barbarito.

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