House Bill No. [insert bill number] establishes the Louisiana Lawyer Advertising and Unfair Trade Practices Act (LUPTA), which aims to regulate attorney advertising to protect consumers and uphold the integrity of the legal profession. The bill enacts new provisions under R.S. 37:224 through 233, defining 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 outlines specific content and format restrictions for advertisements, including the prohibition of false or misleading statements, the requirement to disclose the responsible attorney's name and address, and guidelines for testimonials.

Additionally, the bill sets forth regulations for online advertising, prohibiting unjustified expectations and requiring accurate representation of a lawyer's services. It also prohibits certain advertising practices, such as promising results or suggesting relationships with governmental agencies. The bill includes provisions for enforcement, allowing the attorney general and the Louisiana State Bar Association to jointly enforce violations, with penalties that may include fines, sanctions, suspension, or disbarment. 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.