I believe you may not appreciate that attorney professional regulation uses some sources of law which are broader than those used in other legal areas. Because the bar is, to some degree, a self-regulating profession, ethics opinions of bar associations and rulings of disciplinary committees are given great weight when courts eventually are called upon to rule on questions of malpractice or professional conduct. As a practical matter, this often makes researching ethical questions very difficult.
In the other thread, I linked to and
[quoted]
(http://boards.straightdope.com/sdmb/showthread.php?p=11082452#post11082452) a Formal Opinion of the New York City Bar Association. A Formal Opinion comes about when an attorney asks the ethics committee for advice about a particular situation that he or she is facing, and after full and detailed research and consideration, the committee issues a ruling on what the attorney should do. (Informal opinions can usually be obtained more quickly but are considered somewhat authoritative.) Formal Opinions are given great weight by courts and disciplinary bodies, and are frequently applied outside the jurisdiction for which they were issued.
Translating this just a bit, what it says to the law firm that thought about giving “information” on a web page was that they’d be idiots to do it because there was a great risk that it would be considered giving legal advice that could establish an attorney-client relationship.
Another point to consider is that, although there may be little chance of ultimate liability for giving legal advice over the internet (either from malpractice or attorney discipline), the pain and disruption caused by an individual who thinks he or she has been wronged and files a bar complaint or lawsuit in the matter, even if totally meritless, can be substantial. In either event, the lawyer will likely have to hire his or her own ethics counsel to fight the matter, which is expensive. It’s really just not worth it.