Shreya Gupta
The Bar Council of India (BCI) has issued a strong condemnation and warning against the increasing trend of advocates promoting their legal services through social media, promotional videos, and influencer endorsements.
In a press release dated March 17, the BCI specifically criticized the involvement of Bollywood actors and celebrities in such promotional activities, highlighting that the use of digital media platforms for legal advertising directly violates Rule 36, Chapter II, Part VI of the BCI Rules. This rule explicitly prohibits advocates from soliciting work or engaging in any form of advertisement, whether direct or indirect, through means such as circulars, advertisements, personal communications, newspaper comments, or the publication of their photographs related to their legal cases.
Emphasizing the noble and ethical foundation of the legal profession, the BCI reiterated that law is fundamentally distinct from commercial business ventures. It cited the Supreme Court’s consistent stance that legal practice must remain a service dedicated to justice, integrity, and fairness, rather than a commercialized endeavour. The press release further stated that the unethical commercialization of legal practice undermines public trust and devalues the sanctity of the profession. This announcement follows a recent incident where law firm DSK Legal posted an Instagram reel featuring a Bollywood actor to promote itself as a leading firm, prompting the BCI to take strict action against such advertising practices.
To curb unethical legal promotions and misinformation spread by legal influencers, the BCI has issued stringent mandates, including the immediate removal of advertisements that violate Rule 36. Additionally, it has imposed a ban on using Bollywood actors, celebrities, or social media influencers for legal promotions, as well as a prohibition on banners, promotional materials, and digital advertisements related to legal services. Further restrictions include a strict ban on non-enrolled individuals providing misleading legal advice, and the prohibition of soliciting legal work via social media or digital platforms. Digital platforms have also been instructed to implement vetting mechanisms to filter and remove misleading legal content.
The BCI has warned that any violations of these regulations will result in severe disciplinary actions, including suspension or cancellation of enrolment, contempt proceedings before the Supreme Court, and official complaints to digital platforms. The council urged advocates and digital platforms to uphold ethical standards to maintain the dignity and professionalism of the legal field.
This recent directive aligns with the BCI’s previous warnings against unethical legal advertising. In July last year, the BCI reiterated its strong opposition to such practices following a judgment by the Madras High Court on July 3, 2024. The Court had reinforced the principle that advocacy is a noble profession meant for societal service rather than commercial gain and emphasized that online promotions compromise ethical standards. After this ruling, the BCI directed all State Bar Councils to take disciplinary action against advocates advertising their services on platforms such as Quikr, Sulekha, Just Dial, and Grotal. The court also ruled that these platforms violate the Advocates Act, 1961, and the BCI Rules, and cannot claim safe harbour protection under Section 79 of the Information Technology Act, 2000.
Citing the Supreme Court’s ruling in AK Balaji v. Union of India (2018), the BCI reaffirmed its authority over all individuals, firms, or companies engaged in legal practice, regardless of their designation. The council also expressed concerns over the use of religious and public events by advocates for self-promotion through banners and digital advertisements, deeming such actions unethical and against professional integrity.