What must be included in a lawyer's advertisement?

In the context of legal advertising, professional conduct rules mandate that advertisements must include the name and address of at least one lawyer responsible for the content. This requirement serves several purposes: it ensures accountability, allows potential clients to identify who to contact for more information, and fosters transparency in the attorney-client relationship. Including this information helps maintain professional standards and reassures consumers that they are dealing with a bona fide legal practitioner.

While the other options may contain relevant or useful information, they are not mandated by the legal advertising rules in the same way. For example, showcasing a firm’s historical success might be enticing but does not speak to the requirement of clearly identifying responsible individuals. Similarly, providing a complete list of all lawyers in the firm might overwhelm potential clients and does not directly serve the purpose of accountability in advertising. Lastly, while disclaimers regarding fees can be important in certain contexts, they are not a universal requirement in all legal advertisements.

Thus, including the name and address of at least one lawyer responsible for the advertisement is critical for ensuring compliance with ethical standards in legal advertising.