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Attorney–client matching
Attorney–client matching (ACM), which has sometimes been referred to as online legal matching, is a subset of legal advertising that allows participating attorneys to be matched with potential clients seeking legal representation. ACM websites allow users to submit their legal needs online by practice area and location. Law firms or lawyers that opt to use these services are then matched with clients by need and location.
== History ==
In 1908, the American Bar Association ("ABA") established its first ethics code, known as the Canons of Professional Ethics, which condemned all advertisement and solicitation by lawyers. Due to the progression of the legal profession and the desire to update the Canons of Professional Ethics, the ABA created the Model Code of Professional Responsibility ("Model Code") in 1969. The Model Code was an effort by the ABA to create practical rules that went "beyond the pretty details of form and manners" and addressed "the chained relationship of the lawyer to his clients, to his professional brethren and to the public."〔Olson, Emily, "Ethics of Attorney Advertising: The Effects of Different State Regulatory Regimes, The" Georgetown Journal of Legal Ethics, The (2005) http://findarticles.com/p/articles/mi_qa3975/is_200507/ai_n14684376/?tag=content;col1〕
In 1977, the United States Supreme Court, in Bates v. State Bar of Arizona, ruled that lawyer advertising is partially protected by the First Amendment.〔Bates v. State Bar of Ariz., 433 U.S. 350, 363-64 (1977).http://www.law.cornell.edu/supct/html/historics/USSC_CR_0433_0350_ZS.html〕 The Supreme Court rejected the argument by the Arizona Bar that attorney advertising was "inherently misleading" and "tarnish the dignified public image of the profession." The Court found "the postulated connection between advertising and the erosion of true professionalism to be severely strained," and noted that "lack of legal advertising could be viewed as the profession's failure to 'reach out and serve the community.'"〔Haywood, Amy, "Navigating a sea of uncertainty: How existing ethical guidelines pertain to the marketing of legal services over the Internet" The Georgetown Journal of Legal Ethics (July 2001) http://www.allbusiness.com/legal/1029492-1.html〕
With the internet boom in the 1990s, many consumers turned to the web to search for goods and services.〔Hornsby, Will and Staud, Ron, "Technological Innovations and Their Ethical Implications" American Bar Association http://www.abanet.org/cle/clenow/nosearch/public/probonotechethics/part1.html#〕 Before the boom, in many instances consumers would rely upon the Yellow Pages and referral services to find an attorney.〔American Bar Association, "Consumers' Guide to Legal Help Hiring a Lawyer" (April 2008) http://www.abanet.org/legalservices/findlegalhelp/faq_hiringlawyer.cfm#lawyerreferral〕 Given that consumer habits changed and working within the regulations of the Bates v. Arizona State Bar outcome, lawyers and law firms also changed their habits of presenting their services to consumers online. A research study released in 2012, shows that 76 percent of adult consumers looking for a lawyer used online resources at some point during the search process. Two key categories currently define online legal advertising: online legal directories and attorney–client matching services.
抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』
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