Solicitors are considering plans to mount a pounds 5 million TV campaign
to bolster their image and counter public dissatisfaction with their
The Law Society, their professional body, is thinking of imposing a
pounds 100 levy on partners in every solicitors’ firm in England to fund
The society has set up a working party to look at ways of polishing
solicitors’ tarnished reputations, and a possible generic campaign is
one of a number of schemes being examined.
Martin Mears, the Law Society’s president, is understood to have held
preliminary talks with Glasgow’sÿ20Riley Advertising, which has had
experience of running generic advertising for the Law Society of
However, a senior Law Society executive said: ‘Things are at a very
early stage and there are no formal plans yet for a campaign. There
would have to be consultation with the profession before we do
News of the move comes hard on the heels of a Law Society survey which
reports high levels of public dissatisfaction at the way the profession
handles complaints made against it by the public.
At the same time, many solicitors are keen to generate more business as
recession bites into their incomes, the housing market remains in
decline and competition grows intense for the conveyancing services on
which they used to have a virtual monopoly.
But the issue of advertising continues to split the profession, with
some solicitors, particularly those working for commercial clients,
questioning its benefit.
The Law Society’s biggest problem may be to sustain support from
solicitors for an ongoing campaign. Senior executives believe the
advertising would have to run for three years if the budgets were not to