If you are a law student or a young lawyer who is trying to grow their practice or is someone who is curious to know about what lawyers can and cannot do when it comes to promoting themselves, then this blog is a must-read for you. It will help you understand what the law says about lawyers’ advertising, what kind of promotion is allowed, and how lawyers can build a reputation without breaking the law.
Table of Contents
Introduction
When I first started my legal career, I quickly realised that one of the biggest challenges in this field was not about understanding the law or drafting pleadings, it was finding clients.
The law school teaches you about the law.
Once you enter practice, you are taught about the practical side of law, and you learn how to interpret the law, understand the mindset of the judge, and also argue matters before the Court.
But there is no one who teaches you how to build your practice from zero.
There is obviously the same old and outdated advice that seniors tend to give, which is to invest yourself for 5-10 years in the field, let your name come up in orders, and the advocates as well as clients will eventually recognise your work and give you matters.
The problem with this advice is that it is slow and uncertain.
I will be honest with you that waiting a decade for recognition is not practical for most young lawyers, especially when you are trying to be financially independent and support your family.
Plus, in today’s fast-paced world, simply “waiting to be discovered” is not a strategy, but it is a gamble.
This advice works for someone who has a chamber and a few appearances each month.
But many young lawyers get a chance to appear much later in their career, and in the initial phase, they are mostly doing work behind the scenes by doing research work, assisting their seniors, and sometimes drafting.
So the million-dollar question is, how can you make yourself visible in this competitive field?
Can you advertise yourself or your legal services like other professionals, such as doctors and chartered accountants?
I will answer this question in this blog and examine the legal framework that governs advertising of legal services in India, and explore what is permitted, what is prohibited, and also the recent developments that highlight the ongoing tension.
What law governs the advertising of legal services in India?
Alright, we will now talk about the law. Because we are lawyers (or soon to be), and everything ultimately boils down to what the law states.
The law that governs the advertising of legal services in India is as follows:
- Advocates Act,1961
- Bar Council of India Rules (particularly Rule 36 of Chapter II in Part VI thereof)
I will go one by one
1. Advocates Act,1961
This is the law that deals with all things related to advocates in India. It lays down who can practice, where, how, and under what conditions.
Section 49(1)(c) of the Advocates Act,1961 gives powers to the Bar Council of India to make rules about the standards of professional conduct and etiquette to be observed by advocates.
Moving on to the next one
2. Bar Council of India Rules
The Bar Council of India has framed rules, particularly Chapter II of Part VI thereof, which provide the Standards of Professional Conduct and Etiquette.
This chapter consists of the following sections:-
- Section I – Duty to the Court.
- Section II – Duty to the Client.
- Section III – Duty to the Opponent.
- Section IV – Duty to Colleagues.
- Section IVA – BCI Advocates Welfare Fund.
- Section V – Duty in imparting legal training.
- Section VI – Duty to render legal aid.
- Section VII – Restrictions on employment.
Rule 36 of the Bar Council of India Rules states as under:
“36. An Advocate shall not solicit work or advertise, either directly or indirectly, whether by circulars, Advertisements, touts, personal communications, interviews not warranted by personal relations, furnishing or inspiring newspaper comments, or procuring his photograph to be published in connection with cases in which he has been engaged or concerned. His sign-board or name-plate should be of a reasonable size.
The sign-board or name-plate or stationery should not indicate that he is or has been President or Members of a Bar Council or of any Association or that he has been associated with any person or organisation or with any particular cause or matter or that he specialises in any particular type of work or that he has been a Judge or an Advocate-General.”
So what does the rule say?
- It states that you cannot try to get work by advertising
- You cannot promote yourself in any manner
But what is allowed is to have a signboard or nameplate, which must be simple and of a reasonable size, but you cannot mention the following:
- You are a president or a member of a bar council or bar association
- You are associated with any person or organisation
- You specialise in any particular type of work
- You were a judge or advocate general
However, the scope of this rule had evolved through the case of V.B. Joshi v. Union of India, wherein the petitioner sought relaxation of this prohibition, arguing that it hindered Indian lawyers’ ability to compete in an increasingly globalized legal market.
The Supreme Court, acknowledging the changing needs of the legal profession and societal expectations, relaxed the absolute ban on advertising.
Thereafter, a notification dated 28th October 2008 was issued by the Bar Council of India in consonance with the judgement of the V.B. Joshi v. Union of India, which states as under:
“That this Rule will not stand in the way of advocates furnishing website information as prescribed in the Schedule under intimation to and as approved by the Bar Council of India. Any additional input in the particulars other than approved by the Bar Council of India will be deemed to be a violation of Rule 36, and such advocates are liable to be proceeded with misconduct under Section 35 of the Advocates Act, 1961.”
Schedule
| S. No. | Particulars |
| 1 | Name |
| 2 | Address |
| Telephone Numbers | |
| Email ID | |
| 3(a) | Enrolment Number |
| (b) | Date of Enrolment |
| (c) | Name of the State Bar Council where originally enrolled |
| (d) | Name of the State Bar Council on whose roll the name currently stands |
| (e) | Name of the Bar Association of which the Advocate is a Member |
| 4 | Professional and Academic Qualifications |
| 5 | Areas of Practice (eg, Civil, Criminal, Taxation, Labour, etc.) |
This framework allows lawyers to establish an online presence but restricts promotional content. It’s akin to being allowed to exist but not to explain why a client should choose you.
But let us be honest, this rule was drafted when the internet did not even exist
And now we are in a world of Instagram reels, and clients are googling everything before they even ask for a reference.
So, the tension between what the law says and what the market demands is real
Before I discuss whether we can use such online platforms to advertise, let me first tell you why this prohibition exists in the first place.
What is the reason to prohibit lawyers from advertising?
I will be honest with you. The Bar Council of India has some strong reasons for banning advertisements, even if they feel outdated.
They got this idea from old British laws that said that the law should be about helping people and not about building a personal brand.
The Bar Council of India is worried that if lawyers start advertising, they will care more about fame than working towards giving justice to their clients.
Although the large law firms are not exempt from the rules, they have a lot of money and could dominate the market and gain an unfair advantage over smaller firms or individual practitioners.
Also, one major factor is the risk of misleading claims, where lawyers would hype their expertise or success rates, confusing the clients who need to know the truth, as lawyers are in a fiduciary position, and the clients have bestowed faith on the lawyer based on their claims.
Therefore, the Bar Council of India believes that lawyers should earn the trust of clients through hard work and not marketing.
Now let us see, can we use online platforms or social media to advertise or not in the era of social media?
Can online platforms or social media be used to advertise legal services?
As mentioned earlier, one thing that must be noted is that the rules were framed prior to the era of social media.
Therefore, the rules do not expressly address platforms like LinkedIn, Twitter, Instagram, or YouTube.
You may have seen many lawyers who have built professional profiles by:
- Sharing educational content (e.g., YouTube videos explaining legal concepts)
- Publishing legal analysis on LinkedIn
- Commenting on current legal developments
- Sharing research papers or articles
Such activities are generally permissible if their primary purpose is the sharing of knowledge, and not the solicitation of clients.
However, taking advantage of the lack of proper rules, advocates started using platforms such as Just Dial, Quikr, and other such platforms to advertise their services, and clients used to rate their services on such platforms.
Therefore, a PIL came to be filed by one P.N. Vignesh, who raised concerns about online service providers offering legal services in violation of the professional conduct standards set by the Bar Council of India (BCI) in the case of P.N.Vignesh V. Chairman and Members of the Bar Council, Bar Council of India and Others [2024 SCC OnLine Mad 2770]
The platforms in question, such as Quikr, Sulekha, and Justdial, were listing legal services alongside other commercial services like plumbing and salon bookings, allowing users to select lawyers based on location, case type, or promotional offers, which was seen as undermining the dignity of the legal profession.
The court noted that the practice of lawyers advertising or soliciting work through online platforms contravened Rule 36 of the Bar Council of India Rules. The Court ordered the following directions:
The Bar Council of India was instructed to issue circulars or guidelines to all State Bar Councils to initiate disciplinary proceedings against advocates engaging in advertising or soliciting work, either directly or through intermediaries.
The Bar Council of India was directed to file complaints against online service providers under relevant laws for aiding or abetting such unlawful practices. The platforms were ordered to remove all content violating Rule 36 within four weeks.
The Bar Council of India was urged to seek assistance from the Government of India to prevent such activities by online intermediaries.
Pursuant to the Madras High Court ruling, the Bar Council of India directed State Bar Councils to take disciplinary action against advocates advertising on platforms like Just Dial, Quikr, Sulekha, and Grotal.
However, the recent incident in March 2025 involving one of the top law firms highlights the risks of crossing into promotional territory again.
The law firm made a promotional video on Instagram featuring a Bollywood actor, where the advertisement portrayed the actor signing documents prepared by that law firm without reviewing them, implying the firm’s trustworthiness due to its 20 years of experience.
This was deemed a violation of Rule 36, as mentioned earlier, which prohibits advertising or soliciting work.
The Bar Council of India criticized the advertisement for creating a misleading perception that legal services can be marketed like consumer goods, undermining the profession’s dignity.
As a result, the Bar Council of India responded swiftly, issuing a show-cause notice to the firm’s managing partner, deputy managing partner, and other managers, demanding immediate removal of the video from all digital platforms and a written explanation within 10 days.
The firm complied with the notice and removed the video.
But this incident reignited debates about modernizing advertising rules for lawyers.
On 17th March, 2025, the Bar Council of India issued a press release condemning unethical advertising by advocates, and the council reiterated its ban on using Bollywood actors, celebrities, or influencers for legal promotions and extended its warning to online platforms as well.
What are the consequences of violating the rules of advertisement of legal services in India?
If a lawyer commits a contravention of the restrictions imposed on advertising, then the Advocate may be prosecuted for misconduct under section 35 of the Advocates Act, 1961.
Hence, it is crucial for advocates to be aware of what section 35 of the Advocates Act,1961 lays out.
According to section 35 of the Advocates Act,1961, in case of professional or other misconduct by an advocate, the matter shall be heard by a Disciplinary Committee of the State Bar Council.
The outcome of such proceedings may be dismissal of the complaint, or reprimand, suspension, or even removal of the name of the advocate from the State roll of advocates.
If you want to challenge the decisions of the disciplinary committee, then you can refer to my blog on how to draft an appeal to the Supreme Court under section 38 of the Advocates Act,1961
What is the perspective on advertisement by lawyers across the world?
The other jurisdictions take a more permissive approach to advertisement by lawyers:
- United States: The landmark case of Bates v. State Bar of Arizona (1977) established that advertising by lawyers is protected as commercial speech under the First Amendment. Lawyers advertising on billboards, television, and even during major events like the Super Bowl are permitted, subject to certain ethical guidelines.
- United Kingdom: Solicitors can advertise under regulated guidelines that prioritize transparency and prohibit the making of misleading claims.
- Singapore and Australia: Both countries, rooted in common law, have liberalized advertising rules, allowing promotion within ethical boundaries.
These systems strike a balance between professional integrity and the need for visibility, providing a contrast to India’s restrictive framework.
How can lawyers make them visible without violating the rules?
If being an advocate, you wish to tell the world how amazing you are in your profession, there are other ways that can help reach your voice far.
In the digital world, with smartphones and the internet easily available, people tend to look for everything online. Thus, your online presence makes a lot of difference.
You can write articles or legal blogs online or for newspapers, or for websites.
On LinkedIn, you can post about legal topics, but do not ask for clients.
Other ways to get noticed include helping with free legal aid programs, working for NGOs, joining conferences, speaking at events, or making educational videos.
But again, advocates being part of the noble profession, they need to be careful with what they share.
Big law firms use rankings, like those from Legal 500 or Chambers and Partners, to show they are good without breaking the rules.
These tricks let lawyers be seen without getting in trouble. It’s like having a shop with no sign; you’re open, but people need to find you.
Conclusion
After years of practicing and teaching law, I believe India’s blanket prohibition on lawyer advertising deserves re-evaluation.
While preserving the profession’s dignity is essential, complete invisibility hinders access to legal services and disadvantages young advocates.
A regulated advertising framework, emphasizing transparency, ethical standards, and quality control, could replace the current ban.
Until such reforms occur, lawyers must navigate a fine line: be visible enough to be discovered, but not so prominent as to violate the rules.
Frequently asked questions (FAQs)
- Can lawyers run an advertisement on Google or run promotions on Instagram to attract clients?
No, lawyers are not permitted to run advertisements on Google or promotions on Instagram to boost themselves as well as their work.
- What happens if a lawyer violates the advertising rules?
The lawyer shall be liable for disciplinary action under Section 35 of the Advocates Act, 1961, and if the same is proved, he can be punished for the same.
- Is a law firm subject to different rules for advertising than an individual lawyer?
No, the law firm and individual lawyers are governed by the same rules. However, larger firms often leverage resources to enhance visibility within the constraints. They publish newsletters, host webinars, and sponsor legal events that promote expertise without explicitly soliciting clients. Smaller practitioners, with limited resources, often struggle to adopt similar strategies.
- Can a lawyer list his services on platforms like Just Dial or Sulekha to increase visibility?
No, the Bar Council has specifically warned lawyers from adopting such methods to increase their visibility.
- Are websites for lawyers allowed under BCI rules?
Yes, lawyers are allowed to have a website, but only to provide basic information, and it cannot be used to show client testimonials and past success.
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