Marketing and Advertising
The first impression people have of you may be through your own marketing and advertising. The BC Code, Chapter 4 governs the marketing of legal services. The marketing and advertising rules have changed over the years and, while they are now less restrictive, they still define a framework with constraints that lawyers must operate within when marketing and advertising. The course does not discuss marketing issues in detail, but you should understand how these rules operate and ensure your marketing and advertising reflect current standards.
A good place for consultation is the Bencher's Bullletins, as there are frequently consideration of marketing issues published in the Bulletins. For example, the ethics committee considered the use of the term "Dr." for those who have a J.D. They decided the term "Dr." was misleading and contrary to the BC Code. In the same issue of the Bulletin the ethics committee considered the issue of advertising in languages other than English, noting lawyer are responsible for any errors found in foreign language advertising, and for the failure to supervise such advertising. Similarly, the Bulletins provide additional information about communication with clients with diminished capacity. They are a good resource about particular issues any lawyer might need to consider.