This post is directed to both lawyers and clients who wonder whether the “Awards” boasted by their favourite law firm or lawyer are legitimate or whether they are “scam”, ego, or pay-to-play awards.
One good example is found in the email I received today:
“FINANCE MONTHLY is pleased to inform you that you have made the shortlist for the 2018 Law Awards.
You have been shortlisted in the category of:
Family Lawyer of the Year
Winners will be notified the week commencing 8th January 2018′
Last week I was told that “CorporateLiveWire” was considering me for a leading arbitrator award in Canada….yeah, right!
My first reaction was that these were not legitimate lawyer ranking services and a quick online search confirmed I was correct. But how is a client to know whether the awards touted by lawyers are fake or real. Often a look at the criteria for selection tells a lot. For example, the “Top Choice” awards require:
“Each Nominee must be in business for a minimum of 2 years
Each Nominee must conduct fair business practices
Each Nominee should have an acceptable clean and neat exterior and interior image location – what a business portrays to their “walk in” customers is fairly important.
Each Nominee is in need of an acceptable online image – websites should be easy to understand and navigate while still maintaining a pleasant image.
Each Nominee must have online reviews, with a minimum of 75% positive online business reviews and a maximum of 25% negative online business reviews.
Each Nominee must have one or more acceptable social media outlet presence (Facebook, Twitter, Instagram, Tumblr, LinkedIn)
Each nominee must have a minimum of 25 nominations”
The Top Choice website entices consumers with the following:
“Entering its 11th year, the Top Choice Awards Gala is a premiere event, often referred to by guests as the “Oscars” for business.”
In June 2016 the Better Business Bureau warned:
“Better Business Bureau Warns Groups Not to Fall for Vanity Scam
Better Business Bureau serving the Northwest has received numerous reports of an email scam targeting small businesses across the country. In the past 24 days BBB Scam Tracker has received 23 reports from potential victims in the Northwest region. This ploy is known as the vanity award scheme —one we’ve reported on in the past.
The email informs small businesses and nonprofits they are a recipient of a “Best of (insert city name) Award.” But in order to claim their trophy, they have to pay up. Business owners report being asked to pay anywhere from $149 to $229 to claim the honor and receive a personalized plaque.”
Yes, there are some valid lawyer ranking services including “Best Lawyers”, “Lexpert”, “Superlawyers” (US only) “Benchmark Litigation”, “Chambers”, “Leading Lawyers”, and “Martindale Hubbell”, however, many of the other companies exist simply to sell advertising in magazines or plaques touting the “winner’s” name. Others will publish your legal articles, if you pay them to do that. Not unlike lawyers who do radio or television shows but have to pay to appear. That’s right, they don’t get paid, they pay the producer of the show to appear on the show.
I remember being asked to appear on Judge Harvey Brownstone’s Canadian television show, an offer I declined once I learned they wanted me to pay him to appear.
For those interested, a good site to check out is “Who Hates Spammy Lawyer Awards?”, the brainchild of law firm website designer, Igor Ilyinsky who ranks lawyers’ awards as “Reputable, Not Reputable, Pure Spam”.
Lawdiva aka Georgialee Lang