OPINION 44
February I952

SOLICITATION—ADVERTISING—NEON SIGNS—Two neon signs, on two sides of a corner downtown building occupied by a law firm, containing the names of the lawyers in letters approximately two feet high, the entire sign extended 10 to 12 feet along the side of the building, is improper.

Canon 24.

Question

Are two neon signs, placed on two sides of a corner down town building occupied by a firm of lawyers and containing the names of the lawyers in letters approximately 2 ft. in height with the entire sign extending from 10 to 12 ft. along the side of the building, in violation of any Canon of Ethics?

Opinion

This question has caused the committee a great deal of concern, especially in view of its Opinion No.38 in which it was held that a smaller neon sign in a suburban shopping center was not in violation of the Canons of Ethics. That opinion was rendered by a previous committee and was not unanimous.

This committee is unanimous in its opinion that the sign described constitutes commercial advertising and is in violation of Canon 24. The committee recognized the difficulty in establishing or applying a rule or opinion regarding signs that would fit every situation and feels that a decision will have to be on each set of facts and circumstances presented. The committee feels that signs which serve merely to designate the attorney's office should be permissible and should be conservative under all of the circumstances and should not, in any event, approach commercial advertising. (9-0)