Anyone with litigation savvy knows that the Internet has profoundly changed mass tort litigation and claiming through its global reach, and the ability to target ads towards people using the Internet to gather information on specific topics. My Internet reading this weekend accidentally turned up a new use for the Internet web. The new use is "re-branding" asbestos bankruptcy trusts as "lung cancer trust funds." Not surprisingly, the new use is the brainchild of the David Law Firm, one of the pioneers in using the Internet to attract clients.
What is the re-branding ? It consists of Internet ads which re-brand "asbestos trust funds" and advertise them as " lung cancer trust funds." The example I encountered was an ad linked to this ScienceDaily summary of a medical journal article on lung cancer and biomarkers (visited March 13, 2011). The ad linked to this web page from the David Law firm.
The advertising link I saw is pasted below:
Lung cancer? Compensation trust fund information Find out if you qualify www.calldavid.com
After clicking the link, the reader is taken to a web page that makes no mention of asbestos exposure. Instead, the page focuses solely on having lung cancer, regardless of the causation. The text of the message is pasted below; the web page also includes a video focused on lung cancer.
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Thank You For Wanting to Learn More About Lung Cancer
Most Americans don’t realize that more people die from lung cancer every year than from breast, colorectal, pancreatic, and prostate cancers combined. If you or a loved one has been affected by lung cancer, here are some things that you might find helpful:
1.See if you qualify for financial compensation. U.S. Compensation Trust Funds have been set aside, with initial funding of 30 Billion dollars, to financially assist individuals with lung cancer. Fill in the form on this page or call 1-800-998-9729 to find out more.
2.Become an advocate for the early detection of lung cancer. Encourage others to have regular check-ups. Lung cancer is not just a concern for smokers; between 22,000 and 32,000 non-smoking Americans are diagnosed each year with lung cancer. If you want to get involved join me, and my friends at the Bonnie J. Addario Lung Cancer Foundation, in our efforts to eradicate lung cancer.
Thanks for taking a stand; together we can make a difference.
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