"any public or private communication made on or behalf of a lawyer or law firm about that lawyer or law firm's services, the primary purpose of which is for the retention of the lawyer or law firm." The new rule specifically exempts communications to existing clients or other lawyers. Publicity is, for the first time, also included as a synonym of advertising. The newly revised rules now allow advertising about a lawyer's publications and "bona fide professional ratings". There are certain special rules for email advertising, prohibiting spam.