Misleading legal ads: ‘You know it when you see it.’ Can they be stopped?

June 29, 2021

Some law firms are utilizing clickbait, the Reptile Theory and other misleading advertising strategies to persuade their audiences to hire an attorney out of fear and threat of danger. You know it when you see it.

“Call me, Jim Adler, the Texas Hammer. A car struck my client, and he fractured his femur and tibia. I fought and got $788,000 for his wreck…get what you deserve!” (“Jim Fight Fight Fight”).

Misleading legal advertisements like this rely on deceptive tactics in hopes the audience will remember what they saw. People will remember a hammer, but what does a hammer have to do with law and justice? Since the hammer does not correlate to this attorney’s services, this advertisement is misleading because it relies on an emotional appeal — the hammer — instead of logic.