Jon Robins raises a question over the Law Society’s latest advertising campaign
“Use a Professional. Use a Solicitor”. As far as campaign slogans, it is unlikely to inspire great passion within the hearts of the great British public. It is a sensible message, certainly not as tacky as Chancery Lane’s 2013 ad campaign (“Don’t get mugged by an insurer—use a solicitor”, attacked by the Association of British Insurers, with reason, as a “gross error of judgment”) or as plain bonkers as the “My Hero, My Solicitor” billboard campaign launched 10 years ago.
Reassurance?
The point of the latest advertising campaign might well be as much to reassure a jaded and sceptical constituency of the profession, High Street solicitors, that their professional body really does care, as opposed to a sincere attempt to shift the public perception of the profession.
At the heart of the campaign is a serious point. It identifies an arguably meaningful difference in the marketplace. “The growth of unregulated and do-it-yourself legal services means consumers are exposed to
