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SCR 20:7.2 Advertising
(a)Subject to the requirements of SCR 20:7.1 and SCR 20:7.3, a lawyer may advertise services through written, recorded or electronic communication, including public media.
(b)A lawyer shall not give anything of value to a person for recommending the lawyer's services, except that a lawyer may:
(1)pay the reasonable cost of advertisements or communications permitted by this rule;
(2)pay the usual charges of a legal service plan or a not-for-profit or qualified lawyer referral service.
A qualified lawyer referral service is a lawyer referral service that has been approved by an appropriate regulatory authority;
(3)pay for a law practice in accordance with SCR 20:1.17; and
(4)refer clients to another lawyer or nonlawyer professional pursuant to an agreement not otherwise prohibited under these rules that provides for the other person to refer clients or customers to the lawyer, if
(i)the reciprocal referral arrangement is not exclusive;
(ii)the client gives informed consent;
(iii)there is no interference with the lawyer's independence of professional judgment or with the client-lawyer relationship; and
(iv)information relating to representation of a client is protected as required by SCR 20:1.6.(c)
Any communication made pursuant to this rule shall include the name and office address of at least one lawyer or law firm responsible for its content.
See ABA comments
Paying Others to Recommend a Lawyer