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Ohio Supreme Court says hijacking law firm names to drive Google results is a deceptive practice…

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Attorney David BetrasI am the managing partner of this law firm which means I am a businessman, which means I am an advertiser. I understand that some people are appalled and offended by attorneys who market their services and are fond of referring to personal injury attorneys as ambulance chasers.”

That is ironic for two reasons: first, because the term was coined in the days when attorneys were forced to contact potential clients and their families directly because the bar was barred from advertising and, second because the pejorative is used regularly by the folks who run or work for mammoth insurance companies that spend hundreds of millions of dollars per year on marketing.

Talk about hypocrites. I guess it is ok for Allstate to spend $500 million annually to convince accident victims that they are in good hands, but I am a ghoul for spending less than one-two thousandth of that to tell them the company is using those hands to pick their pockets.

Go figure.

But I digress. What I really want to discuss in this column is the way marketing in my profession has evolved since 1977, the year the U.S. Supreme Court ruled that lawyer advertising was commercial speech entitled to protection under the First and Fourteenth Amendments.

Immediately after the decision in Bates v. Arizona was announced law firms began using every available advertising medium to contact clients including television, radio, billboards, direct mail, and the Yellow Pages. For readers too young to remember, the Yellow Pages were the business directory section of something known as a phone book—a thick printed directory that listed every phone number and address in a community. Think of it as a printed version of Google, only much more difficult to use.

Anyway, because the phone book was the way most people obtained phone numbers for businesses, competition for the highly visible and easily accessible parts of the directory including the covers was fierce. Attorneys often paid tens of thousands of dollars for the coveted spots which explains why every Yellow Pages sales rep back in the day drove a Porsche, Cadillac, or Corvette.

Today, the Yellow Pages have been replaced by Google, Yahoo, Bing, and YouTube. The bidding wars for frequently searched keywords like “accident attorney” are every bit as fierce as the battles that raged for prime placement in the phone book with one major difference: the competitors cheat by doing things like purchasing the names of other law firms.

Here is how it works: a person who has been injured wants to contact my firm. They search for Betras, Kopp & Harshman. The result comes back in a millisecond, but the phone number and website that pops up belong to the law firm that is paying the most for our name on that day. So instead of calling us, the potential client calls one of our competitors.

I think the practice is dishonest. The Ohio Supreme Court agrees and recently issued an opinion that said using another firm’s name to drive traffic to a law firm’s own site “may constitute conduct involving dishonesty, fraud, deceit, or misrepresentation,” and is an act “…designed to deceive an Internet user.”

I applaud the Court’s ruling. Now, if we could just get the justices to force Nationwide to admit they are not on our side…

Society wins not only when the guilty are convicted, but when criminal trials are fair

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Attorney David BetrasIn his most recent MahoningMatters column, BKH managing partner David Betras, one of the area’s leading criminal defense attorneys, discusses prosecutorial misconduct and the threat overzealous prosecutors pose to every American’s freedom…

Prosecutors in the United States wield awesome power and have access to immense resources that dwarf what is available to criminal defendants and defense counsel. The lawyers who represent the people of the United States or the people of Ohio have near-total discretion to decide who is charged and with what—the old saying that a prosecutor can convince a grand jury to indict a ham sandwich is basically true, they are funded by taxpayer dollars, work hand-in-hand with the law enforcement officers who investigate crimes and have unlimited access to state-of-the-art forensic science.

To balance the legal playing field and protect society, the rules of criminal procedure, the law, and codes of conduct administered by the courts and bar associations have established strict guidelines and boundaries designed to prevent prosecutors from abusing their authority. Chief among them is the admonition that a prosecutor’s job is to secure justice, not convictions.  This principle is embodied in Ohio’s Code of Professional Conduct which states:

“A prosecutor has the responsibility of a minister of justice and not simply that of an advocate.”

It is also included in the American Bar Association’s (ABA) Criminal Justice Standards (CJS):

“The primary duty of the prosecutor is to seek justice within the bounds of the law, not merely to convict… The prosecutor should seek to protect the innocent and convict the guilty, consider the interests of victims and witnesses, and respect the constitutional and legal rights of all persons, including suspects and defendants.”

Man in handcuffsAlong with defining prosecutors’ role, the rules, laws, and Supreme Court decisions also set forth their responsibilities, which, according to the ABA’s CJS include the duty to “…make timely disclosure to the defense of all evidence or information known to the prosecutor that tends to negate the guilt of the accused or mitigates the offense…”

This standard encapsulates the Supreme Court’s 1963 decision in Brady v Maryland, In that case, a 7-2 majority held that “…the suppression by the prosecution of evidence favorable to an accused upon request violates due process where the evidence is material either to guilt or to punishment… Society wins not only when the guilty are convicted, but when criminal trials are fair.” The Court has revisited Brady numerous times over the years, including in 1985 when the justices ruled in United States v. Bagley  that a prosecutor’s duty to disclose material favorable evidence exists regardless of whether the defendant makes a specific request.

Despite the guardrails that have been erected, some prosecutors misuse their power and abuse their discretion. They place more value in securing convictions than preserving justice. They commit what are known as “Brady Violations” by refusing to turn over or concealing exculpatory evidence to the defense and violate defendants’ due process rights in other disturbing ways.

This matters for two reasons. First, because when prosecutors violate the rules, innocent people go to jail for decades or are executed. Some of the wrongful conviction cases have penetrated the national consciousness: the Central Park 5, Walter McMillan, the Brown brothers, and Anthony Ray Hinton. Thousands of others, however, suffer in silence outside the spotlight, hoping that justice will be done.

Second, each case of prosecutorial misconduct, each Brady violation, each wrongful conviction weakens the criminal justice system and puts every American’s freedom at risk.