What's being advertised here exactly?

It's no secret that some lawyers are uncomfortable with the idea of advertising themselves, but Gary Ling's recent television spot takes this to a new level.

While Ling identifies himself as a lawyer and his phone number flashes on the screen, most of his 30-second spot urges viewers to urge politicians to do more to promote electric cars.

A self-described car buff, Ling said the ad combines his deep interest in cars -- and the kind of fuel they run on -- with his desire to get his name out there.

"I think it's awful when lawyers go on there begging for someone to have a crash," the North Charleston lawyer said. "Lawyers should be more discreet in the quality of their ads. One actually has a dog telling an accident victim to go see a certain attorney."

Lawyers once were bound by rules forcing them to be much more discreet when advertising, but a 1977 U.S. Supreme Court ruling found those rules can compromise lawyers' right to free speech.

Lucian Pera, a Memphis lawyer whose practice specializes in ethics and professional responsibility, has helped the American Bar Association develop its rules for lawyer advertising and conduct.

He said states increasingly are trying to clamp down on lawyers' ads, partly on the grounds of consumer protection. Some feel the ads can be misleading, particularly if the ads imply that a lawyer's past track record will ensure future clients similar outcomes.

"There are a number of lawyers and Bar leaders and Bar regulators who also think that lawyer advertising demeans the profession and causes lawyers to be held in disrepute," Pera said. "It puts us on the same plane as used car salesmen, and they don't like it."

Ling, whose practice doesn't focus on the auto industry and who is not interested in running for office, is among those who are uneasy about certain ads and wonders if they will taint future jurors in his cases.

"I've had people who have served on juries who I have seen at parties tell me how offended they are at some of the begging for business ads," he said.

Pera said an interesting dynamic to lawyer advertising is the class consciousness of lawyers, and he said Ling's approach, while unusual, shows that the marketplace of ideas is at work.

"As a believer in the First Amendment, I love the fact that's he's responding to the dialogue," Pera said. "Maybe it won't work... but he's actually responding to what he's hearing about advertising for lawyers."

"The way I would like to see bad lawyer ads done away with is lawyers don't run them anymore because they don't work," he added.

Pera said he's not sure Ling's different approach will be effective, "but God bless. It's his money."

Reach Robert Behre at 937-5771 or at rbehre@postandcourier.com.