The Bar Council of India (BCI) has taken a firm stand against lawyers advertising their services on social media, through promotional videos, and via influencer endorsements, issuing a stern warning in a press release on March 17. The BCI explicitly criticized the use of Bollywood actors and celebrities in such promotions, as well as the exploitation of digital platforms for advertising, calling it a breach of Rule 36, Chapter II, Part VI of the BCI Rules. This rule prohibits advocates from soliciting work or advertising, whether directly or indirectly, through methods like circulars, ads, personal outreach, unwarranted interviews, or publishing photos tied to cases they’re involved in.
The BCI emphasized that the legal profession, grounded in public trust and ethical principles, is not a commercial enterprise. The press release underscored the Supreme Court of India’s consistent view that law is a noble pursuit centered on justice, integrity, and fairness—not a product to be marketed. It warned that such commercialization undermines public confidence and tarnishes the profession’s dignity.
The statement comes amid recent incidents, such as law firm DSK Legal posting an Instagram reel featuring Bollywood actor Rahul Bose to tout itself as an industry leader. In response, the BCI laid out strict measures to tackle unethical advertising and misinformation by legal influencers, including:
* Immediate removal of any ads violating Rule 36.
* A ban on using Bollywood stars, celebrities, or influencers to promote legal services.
* Prohibition of banners, promotional content, and digital ads for legal work.
* A crackdown on non-enrolled individuals offering misleading legal advice.
* No solicitation of clients through social media or digital channels.
* A call for digital platforms to implement checks to filter out deceptive legal content.
The BCI cautioned that violations would trigger harsh penalties, such as suspension, revocation of enrollment, contempt proceedings in the Supreme Court, and complaints to digital platforms. It urged lawyers and online platforms to maintain ethical standards to preserve the profession’s honor.
This isn’t the first time the BCI has addressed the issue. In July 2024, following a Madras High Court ruling on July 3, it had reaffirmed its opposition to unethical advertising. The court had stressed that advocacy is a service-oriented profession, not a business, and warned that online promotions erode ethical norms. The BCI then directed State Bar Councils to discipline advocates advertising on platforms like Quikr, Sulekha, Just Dial, and Grotal, with the court ruling that such platforms violate the Advocates Act, 1961, and BCI Rules, stripping them of IT Act protections.
Citing the Supreme Court’s decision in AK Balaji v Union of India (2018), the BCI reiterated its jurisdiction over anyone practicing law, regardless of their title. It also condemned advocates using religious or public events for self-promotion through banners and digital ads, deeming it a breach of professional integrity.