I posted an inquiry on this on a listserv and the answers have been interesting. Ohio says it may not be. Legal ethicists have intuitions both way on the topic. Some wonder if there isn't a generational divide on the question. Here's an article by Mark DuBois on the topic. Excerpts:
The Ohio Supreme Court just issued an ethics opinion (2013-2) on
lawyers' use of texting technology as lawyer advertising. Seems some
lawyers buy police reports about accidents and these contain the phone
numbers of the parties. Some enterprising lawyer have tried to text the
injured victims for business.
If texting to potential clients is
something you think you want to do (or are already doing), get a copy of
this opinion and study it. The court deserves props for figuring out
this technology and how it fits into the traditional framework of
lawyer-public communication.
I would have thought that sending a
text message to the telephone of a person arrested for a crime or
involved in an auto accident was a form of "personal, live telephone, or
real-time electronic contact, including telemarketing contact"
prohibited by Rule 7.3 of the Rules of Professional Conduct. The Ohio
court likens it more to e-mail, which is permitted under Ohio rules,
than to a chat room conversation, which is prohibited. However, it also
cautions that there are some rules that need to be followed.
The
text cannot create "real-time" interaction. I guess that means that the
person cannot text you back. (I can imagine what some of those texts
would say!) Or if the client texts you back, may be you cannot answer.
From the Ohio opinion:
Lawyers may advertise their services through SMS text messages, which are written and/or electronic communications for purposes of Prof.Cond.R. 7.2(a). All lawyer advertising, including text message advertising,must comply with Prof.Cond.R. 7.1 and 7.3. Under Prof.Cond.R. 7.1, the text message may not contain a false, misleading, or nonverifiable communication about the lawyer or the lawyer’s services. Prof.Cond.R. 7.3 imposes five additional requirements that apply to text message advertising by lawyer: [no real-time interaction; no coercion; say it's "advertising"; if the recipient is a defendant in a civil case, verify if the person has been served; don't solicit within 30 days of the accident].
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