House Bill No. [insert number] establishes the Louisiana Lawyer Advertising and Unfair Trade Practices Act, which aims to regulate attorney advertising to protect consumers and uphold the integrity of the legal profession. The bill introduces a series of provisions, including definitions of key terms such as "lawyer advertising," "false, misleading, or deceptive," and "unfair trade practices." It emphasizes that all lawyer advertisements must comply with the existing Rules of Professional Conduct of the Louisiana State Bar Association, and in case of any conflicts, those rules will take precedence. The bill also outlines content and format restrictions for advertisements, including the requirement to avoid false or misleading statements, provide the name and address of the responsible attorney or law firm, and ensure that testimonials are truthful and properly disclosed.

Additionally, the bill sets forth specific regulations for online advertising, prohibiting unjustified expectations and requiring accurate representation of a lawyer's practice areas and fees. It prohibits certain advertising practices, such as promising results or suggesting relationships with governmental agencies, and imposes penalties for violations, which may include fines, sanctions, or disbarment. The enforcement authority is shared between the attorney general and the Louisiana State Bar Association. The Act is designed to apply prospectively to advertisements created, aired, or distributed after its effective date, which will be upon the governor's signature or the expiration of the time for gubernatorial action.