CANON 3

RULE 3.01
IN RE: LUIS B. TAGORDA 53 PHIL 37 3/23/29
FACTS:
Atty. Tagorda, in his card written in Spanish and Ilocano, noted his capability as a lawyer such as executing a deed of sale, collection of loans,
etc. Also, in his letter addressed to a lieutenant of barrio in his home municipality, he also advertised his profession as a lawyer and even asked
a favor to disseminate this information to the barrio people in any of their meetings or social gatherings.

ISSUE:
Whether or not the advertisement of Atty. Tagorda through the card and letter is wrong and be punished.

RULING: Yes. The acts of Atty Tagorda of direct and indirect advertising and stirring up litigation were violative of the Code of Ethics. Still, the
most worthy and effective advertisement possible, even for a young lawyer, and especially with his brother lawyers, is the establishment of a
well-merited reputation for professional capacity and fidelity to trust.

It becomes the duty of the court to condemn in no uncertain terms the ugly practice of solicitation of cases by lawyers. It is destructive of the
honor of a great profession. It lowers the standards of that profession. It works against the confidence of the community in the integrity of the
members of the bar. It results in needless litigation and in incenting to strife otherwise peacefully inclined citizens.

The commission of offenses of this nature would amply justify permanent elimination from the bar. But as mitigating, circumstances working in
favor of the respondent there are, first, his intimation that he was unaware of the impropriety of his acts, second, his youth and inexperience at
the bar, and, third, his promise not to commit a similar mistake in the future. Atty. Tagorda is suspended for one month.

“A lawyer shall not use or permit the use of any false, fraudulent, misleading, deceptive, undignified, self-laudatory or unfair statement or claim
regarding his qualifications for legal services.”—Rule 3.01, Code of Professional Responsibility