Multi-State Suits Target 'Bait & Switch' Online Legal Ads
Exclusive Legal Marketing and two of its client firms are accused of using online bait-and-switch advertising to lure potential clients, but the founders say there's nothing illegal or improper about their methods.
July 25, 2017 at 11:05 AM
6 minute read
Two brothers in charge of a Texas-based legal advertising and referral company say they're in a “David and Goliath” battle against law firms suing them in three states over claims including deceptive trade practices and trademark infringement for online ad campaigns targeting Google users searching for the plaintiff's firms.
Among those taking aim at Exclusive Legal Marketing is Florida-based personal injury firm Morgan & Morgan, which boasts more than 350 lawyers in 11 states. In complaints in Georgia and Florida, it accuses the company and two of its client firms of using online bait-and-switch advertising to lure potential clients searching for Morgan & Morgan on Google into the arms of competitors.
Another firm with a large media presence is Atlanta's Montlick & Associates, which sued ELM in federal court in April asserting nearly identical claims.
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