Legal ethics in lawyer marketing

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I'm looking at the way legal ethics apply to the way lawyers and law firms market their services. With the deregulation that has occurred, legal practice is increasingly like any other business. However, lawyers are still subject to some constraints on how they market their services. For example, a good way for businesses to market their services is through case studies and verbal anecdotes, to illustrate how you solved a client's problem. But lawyers owe a duty of confidentiality to their clients. Another example - "Leads Clubs" are becoming more popular amongst lawyers - where the members are expected to refer work to the group members. Is this ethical for lawyers? And what about giving or receiving referral fees? And what is the status of "guidelines" issued by law societies?

The rules are changing rapidly and I'm finding it hard to find any recent discussions or articles about these issues.

If you are aware of any relevant material on this topic, I'd love to hear from you.