Nevertheless, it seems entirely proper for the organized bar to suggest non binding aspirational goals urging lawyers who wish to advertise to do so in a dignified manner. Although only aspirational, such goals must be scrupulously sensitive to fundamental constitutional rights of lawyers and the needs of the public. It is the role and responsibility of lawyers to provide legal services to the public. It has been demonstrated by responsible studies that people sometimes do not receive needed legal services, either because they are unaware of available services, don't understand how they can benefit from those services or don't understand how to obtain them. Therefore, it is also the legal profession's responsibility to inform the public about the availability of legal services and how to obtain and use them.
Advertising is one of many methods by which lawyers can inform the public about legal services.
Although most people find a lawyer through word of mouth networks of family, friends and work associates, when properly done, advertising can help people to better understand the legal services available to them and how to obtain those services. When properly done, advertising can also be a productive way for lawyers to build and maintain their client bases. Advertising and other forms of marketing can enable lawyers to attain efficiencies of scale which may help make legal services more affordable. Lawyers are at all times officers of the court, and as such, they have a special obligation to assure that their conduct conforms to the highest ideals of the legal profession. Thus, lawyers who advertise should be mindful not only of the effect their advertising may have on their own professional image but also of the effect it may have on the public's overall perception of the judicial system.