Compliance requires three fundamental steps: re-assess any referral arrangements, review marketing practices, and train staff.
First, any person or entity that receives money or a benefit for referring a personal injury claim or potential claim must stop doing so. Existing written agreements entered into before commencement that involve a completed referral before commencement are protected only if the referral was completed before commencement (Schedule 1, Part 2, clause 2(2)). If the referral was not completed before commencement, the agreement does not protect against the prohibition. Therefore, any ongoing contract should be terminated or restructured so that no consideration flows after commencement for future referrals.
Second, law practices must ensure they are not paying for client introductions. This includes lead generation fees to online platforms, fixed fees per referral paid to hospitals, GPs, or community organisations, and any percentage-based fee to an agent. The only safe payments for introductions are: (a) paying for advertising to the public (section 7), which must not be targeted to injured individuals; (b) paying for the purchase of another law practice, but only if the purchase price is limited to unbilled costs and the claimants are notified and consent; or (c) referring a client to another service provider while acting for the client, which is not payment for a referral but provision of legal services. Law practices should also avoid any arrangement where a third party receives a benefit for merely introducing a client, even if that benefit is framed as a “marketing fee” or “administrative fee”. The guidance should be: if the payment is for a specific client referral rather than for general marketing, it is likely prohibited.
Third, compliance with the contact prohibition requires that no one contact a potential claimant for the purpose of soliciting a claim or referring that person to a lawyer if the contactor stands to receive consideration. This applies to employees, associates, and agents of a law practice. For example, a law firm must not hire telemarketers to cold-call accident victims and be paid per appointment booked. The exceptions allow contact if the firm has provided legal services to the person before and reasonably believes they will not object, or if the contact is prompted by a community legal service or union after that organisation has obtained consent. Law firms should maintain records of prior service relationships and any consent from community organisations.
Practically, the best way to generate new personal injury clients without breaching the Act is to rely on general advertising (television, radio, billboards, social media ads targeting broad demographics) and on referrals from existing clients who are not paid for referrals. Referrals from other professionals, such as accountants or financial planners, are safe only if those professionals do not receive consideration for the referral. If an accountant refers a client to a lawyer and later receives a referral fee, both the accountant and the lawyer offend.
Law practices should also audit any third-party arrangements such as with “claims management” companies. If the company is collecting personal details and selling them to the firm, that is likely an offence under section 6(2) (paying for a referral) and section 5(3) (arranging for a third party to contact). The only safe way to use a claims management company is if the company is acting as an advertising agent and the fee is for advertising to the public, not for individual referrals.
Internal training should cover the definition of “consideration” (including non-monetary benefits) and the fact that the offence applies even if the contacted person is not entitled to make a claim. Staff should also understand the evidential burden on the accused for the exceptions; if a prosecution arises, the law practice must be able to prove the exception applies, for example by documenting a prior legal services relationship.
Finally, because the Act has extraterritorial operation, Victoria-based or Queensland-based firms that target NSW residents need to comply or risk prosecution if they have sufficient connection to NSW. The safest approach is to treat any contact with a person who is a resident of NSW and who may have a personal injury claim as subject to the Act, regardless of where the contactor is located.
The Minister’s review after two years may clarify grey areas or lead to regulations. Organisations should monitor any regulations that may prescribe additional corresponding laws for class action notices or add exceptions. Until then, the Act should be interpreted broadly given the high penalty and the strict liability nature of the offences.