Jody Shackelford, an Arkansas-based attorney, filed a lawsuit on July 17 against the national personal injury law firm Morgan & Morgan, alleging that the law firm’s advertising campaigns constitute "unfair trade practices."
According to the complaint, Morgan & Morgan has broken federal laws governing "unfair trade practices, deceptive trade practices, and false or misleading advertising." The complaint states that Morgan & Morgan engages in "extensive advertising campaigns" throughout the country, which mislead consumers into believing that the firm offers "superior" services compared to other law firms. Shackelford said as a result of these advertising practices, consumers are being deceived while Morgan & Morgan’s competitors are being harmed by unfair competition and subsequently losing business.
Morgan & Morgan previously faced a lawsuit over its advertising practices in Pennsylvania in 2017, Reuters reported. A local personal injury firm sued Morgan & Morgan, alleging that the firm’s advertisements were misleading Pennsylvania consumers. The case was dismissed in 2018.
According to the U.S. Chamber of Commerce Institute for Legal Reform (ILR), Morgan & Morgan spent $40.3 million on digital ads last year and another $240 million on TV ads. The ILR said trial attorneys use large advertising campaigns "to reel in more clients and make more money." The ads can mislead consumers by referencing multi-million- or billion-dollar settlements without clarifying the actual amount of money plaintiffs will receive after the attorneys take their percentage. "The truth about trial lawyer advertising is that they often give the false impression of plaintiffs receiving high monetary awards when the lawyers pocket most of the settlement or award," ILR said.
In Georgia, according to a report from the American Tort Reform Association (ATRA), Morgan & Morgan spent the most money out of any law firm on legal services advertisements last year. The firm spent an estimated $24,413,237 on advertising in 2023, which resulted in approximately 351,519 ads.
Morgan & Morgan specializes in personal injury cases such as car and motorcycle accidents and medical malpractice, according to its website. The firm has offices across the country and throughout Georgia, including in Atlanta, Brunswick, and Marietta.