In the aftermath of the Eaton fire in Altadena, a surge of attorneys and paralegals converged on the area, aiming to offer legal assistance to affected residents. Prominent legal figures, including Erin Brockovich and Benjamin Crump, are actively seeking clients affected by the fire, particularly targeting Southern California Edison, which may be responsible. Meanwhile, the influx of legal marketing has raised concerns about predatory practices exploiting the victims' trauma, as many law firms promote their services through diverse channels including social media and public events. There are significant financial implications, as settlements for wildfire victims can reach billions.
Lawyers and their assistants, marketers and victim advocates have flooded churches, community centers and hotel conference rooms as well as private Zoom calls and public food giveaways, asking to be hired.
Jennifer Gray Thompson, CEO of After the Fire USA, a nonprofit, pointed out the potential exploitation: 'The ick is real, and it feels very predatory...It feels like it's a feeding frenzy off of people's trauma and suffering.'
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