The ABA has the following model rules and resources concerning lawyers advertising and solicitation. In addition, a number of states have ethics opinions concerning attorney advertising in purely technological media. For more information, see Information on Professionalism and Ethics in Lawyer Advertising.

The following ABA Model Rules may need to be considered when working with online advertising including law firm Web sites.

Model Rules 7.1-5
Rule 7.1: Communications Concerning a Lawyer's Services
Rule 7.2: Advertising
Rule 7.3: Direct Contact with Prospective Clients
Rule 7.4: Communication of Fields of Practice and Certification
Rule 7.5: Firm Names and Letterheads

Marketing and Legal Ethics, Third Edition- by William E. Hornsby, Jr.
This book "explains the universal responsibilities in legal services marketing and details some of the boundaries of legal advertising, solicitation, public relations, electronic marketing, multistate practice, and more."

Top 10 Ethics Traps
An article published in the ABA Journal in Novemeber 2007 with information on lawyers' use of the internet and advertising ethics issues.

Mind the Ethics of Online Networking
A Law.com article discussing ethical issues in lawyers' use of social networking sites.

Technology and Ethics Overview Advertising and Solicitation: General Advertising and Solicitation: States Competence Confidentiality International Ethics Information Security Multi-State Jurisdiction Online Referral Services