Lawyer advertising in the United States has a long tradition, dating back at least to the days of Abraham Lincoln, who advertised his legal services in local newspapers around Springfield, Illinois. Since that time, different lawyer organizations and different state bar associations attempted to limit, or in some cases, altogether ban lawyer advertising.

Lawyers in Wisconsin are required to comply with the “Rules of Professional Conduct.” These rules are drafted by the highest court in the state, the Wisconsin Supreme Court, and are based upon the American Bar Association’s model rules for professional conduct. The enforcement of the rules in Wisconsin is done by the Office of Lawyer Regulation. These rules attempt to address lawyer advertising, but, as in other states, there are limits to what can be prohibited and still be considered constitutional.

The Wisconsin Rules of Professional Conduct concerning advertising address several important areas. The following areas of advertising are of particular note:

• Lawyers are not allowed to directly contact potential clients, either in person, via telephone, or via email. As with most rules, there are exceptions. Lawyers can directly contact certain people, such as close friends and family members.

•  Lawyers are not allowed to claim they are a "specialist" in a particular field of law.

• Lawyers are not allowed to pay others to refer clients to that lawyer.

• Lawyers are not allowed to make false or misleading advertisements about their services.

To learn more about the Rules of Lawyer Advertising in Wisconsin, order your free copy of A Consumer's Guide: Choosing a Personal Injury Lawyer in Wisconsin.