1. Law Society of BC. Code of Professional Conduct, Rule 4.2 (Marketing of Legal Services)
The BC Code of Professional Conduct Rule 4.2 ("Marketing of Legal Services") restricts marketing that is false or misleading, that uses unverifiable superlatives, that suggests the lawyer is a "specialist" where no Law Society-certified specialist program exists in BC, or that compares the lawyer's services with another lawyer's services in a way that cannot be substantiated.
How we build to it: we write titles around substantiable specifics, your call-to-the-bar date, your degrees (JD / LLB / LLM / KC where applicable), your practice focus over time ("ICBC personal injury practice since 2009"), your partner team and roles. We replace "best ICBC lawyer in Vancouver" headlines with "ICBC personal injury, full-service representation, downtown Vancouver". The page ranks just as well; it carries no Rule 4.2 exposure.
