Last week, Law.com reported on yet another lawsuit between billboard attorneys in Texas over using trademarked names in Google keyword ads, highlighting the fierce advertising competition between attorneys as they seek to draw in the largest number of clients to boost their profits.

Texas personal injury attorney Thomas J. Henry has sued rival Angel L. Reyes for allegedly poaching his name online, igniting what Reyes dismisses as the legal world’s equivalent of the ‘Coke versus Pepsi’ rivalry. Reyes called the trademark infringement allegations “baseless” when reached Friday, likening the dispute to competition between established brands, rather than theft. He also claims courts have found nothing illegal in the Google Ads strategy he employs. … 

Henry, a resident of Puerto Rico and founder of the Thomas J. Henry law firm, claims Reyes intentionally used Henry’s registered trademark in keyword advertisements on Google to deceive and confuse consumers searching for Thomas J. Henry’s legal services.

In 2024, Texas billboard attorneys spent at least $166.6 million on legal advertisements, and trademark lawsuits are fairly common between the firms as they compete over digital ads. In 2019 and 2021, another prominent Texas firm sued 14 competitors over using his firm’s trademark in Google keyword ads. 

The next time trial lawyers complain about tort reform, remember these firms sue each other so they can protect their market share because they view consumers as profit centers in a system that is in desperate need of reform.