LMASE updates members on Florida Bar Rules Changes.

• Author: Webb, Michael
• Position: Legal Marketing Association Southeast Chapter

Just before the New Year, we learned of the Florida Supreme Court's ruling (Case no. SC08-1181) that law firm Web sites, social networking sites and email communications were subject to new Florida Bar advertising rules. Law firms only had six months to become compliant.

[ILLUSTRATION OMITTED]

The Legal Marketing Association Southeast Chapter (LMASE), in cooperation with LMA International, quickly established a task Force to educate members about the changes as well as monitor and provide a forum for feedback.

Our First Webinar--Florida Bar Rules Changes

On February 16, LMASE hosted a vPanel (virtual panel) featuring Elizabeth Tarbert, ethics counsel of the Florida State Bar. Tarbert discussed the changes and allowed marketers to ask questions regarding the implementation, enforcement and nuances of the new rules. More than 100 computers logged in to the presentation, representing more than 130 attendees and law firms from 11 states.

[ILLUSTRATION OMITTED]

As the moderator for this vPanel, I quickly recognized that the volume of questions flowing into the discussion via instant message was above what the presenter anticipated. While attendees received much insight regarding the basic rule changes, each question answered opened the door for substantial and complex issues. By the end, a Pandora's Box of follow-up questions had been released.

Questions poured in for the Florida Bar long after the presentation. We hoped that this overwhelming interest and the diverse questions our astute peers raised would merit a follow-up presentation to delve deeper into the new mandates.

If you missed the live vPanel, the PowerPoint can be found online at: www.legalmarketing.org/Portals/0/Content/Chapters/Southeastern/docs/Advertising-Presentation-2010-1.pdf

The full recording is available online at: http://meetings.shiftworldwide.com/recordings/floridabar.htm.

Our Second Webinar--Florida Bar Rules Changes: A Deeper Dive

Many members shared their feedback with us about the vPanel featuring Tarbert, and most asked for more insight and clarification. The Florida Bar had limited availabilty for a timely follow-up presentation, so we planned another online session that focused more on the practical application and interpretation of the new rules. LMASE felt it important to provide additional guidance to members as the August 1 compliance deadline quickly approaches.

Tim Chinaris, former ethics director at the Florida Bar and current associate dean for...