107 N.J.L.J. 329
April 16, 1981
Names of Attorney and Firm Used in
Business Publication Overruling Prior Opinions
The inquirer asks whether it would be ethical for one or more
members of a law firm to write a column about legal matters for a
New Jersey business publication of general circulation, in which
the author of the column is identified personally and as a member
of the law firm. Our Opinion 122, 90 N.J.L.J. 849 (1967), would
appear to disapprove this request since it limits the author to the
use of the attorney's name, with no picture or office address
permitted. Opinion 245, 95 N.J.L.J. 1151 (1972), prohibits the use
of a firm name on a negligence booklet. Opinion 257, 96 N.J.L.J.
759 (1973), restricts the identity to the author's name and the
fact that he is a New Jersey lawyer.
All of the foregoing opinions were written prior to Bates v. Arizona, 433 U.S. 350, 97 S.Ct. 2691, 53 L.Ed. 810 (1977), which laid down new rules governing advertising and the permissible bounds of such advertising. In view of the recent developments, it is our opinion that the author should be able to identify himself as a member of a law firm, and to the extent that the above Opinion 122, 245 and 257 hold to the contrary, they are hereby modified and overruled to permit the use of a firm name. We express no opinion