BCI Bans Social Media Ads and Celebrity Endorsements for Legal Services

The Bar Council of India (BCI) has warned sternly against the growing trend of legal professionals and law firms promoting their services through social media platforms, promotional videos, and celebrity endorsements. This action follows a controversial promotional reel shared by DSK Legal on its official Instagram account, featuring a Bollywood actor endorsing the firm’s legal services. The BCI has condemned such practices as unethical and a clear violation of professional conduct rules.

BCI Condemns Social Media Advertising and Celebrity Endorsements

In a press release dated March 17, 2025, the BCI strongly criticized the use of social media and celebrity endorsements to market legal services. The Council emphasized that such practices breach Rule 36 of Chapter II, Part VI of the BCI Rules, which explicitly prohibits advocates from directly or indirectly soliciting work or advertising.

The BCI reaffirmed that the legal profession is fundamentally distinct from commercial enterprises and must be guided by ethical integrity and public trust. The Supreme Court has consistently maintained that legal practice is a noble profession focused on delivering justice rather than a profit-driven business.

"Legal practice is not a business. Promoting legal services through social media and celebrity endorsements demeans the sanctity of the profession and undermines public trust," the press release stated.

Violation of Professional Ethics Under Rule 36

The BCI outlined that Rule 36 of the BCI Rules expressly prohibits advocates from:

• Soliciting work through advertisements, personal communications, or promotional content.
• Publishing comments, interviews, or photographs related to cases handled by the advocate.
• Using any form of media, including social media platforms, to promote legal services directly or indirectly.

The BCI emphasized that advocacy is not merely a commercial transaction but a public service rooted in justice and fairness. The Council expressed concern that marketing legal services through influencers and celebrities distorts the profession's foundational values and could lead to misinformation and exploitation of clients.

Action Against DSK Legal’s Promotional Campaign

The BCI’s warning was prompted by a promotional campaign conducted by DSK Legal, which featured a Bollywood celebrity endorsing the firm’s legal services in a reel posted on its official Instagram handle. The campaign attracted criticism from the legal community for violating professional norms and undermining the dignity of the legal profession.

The BCI’s directive outlines strict measures to curb such advertising practices:

• Immediate removal of advertisements that violate Rule 36.
• Prohibition on celebrity endorsements—law firms and advocates are barred from using Bollywood celebrities, influencers, or other public figures to promote legal services.
• Ban on digital and social media ads—direct or indirect promotion of legal services through online platforms, including banners and sponsored posts, is prohibited.
• Prohibition of misleading legal advice—non-enrolled individuals and unauthorized entities are barred from providing legal advice through social media or other digital platforms.
• Implementation of vetting mechanisms—digital platforms are mandated to establish mechanisms to monitor and remove misleading legal content.

The BCI warned that any violation of these directives would result in serious disciplinary consequences, including:

• Suspension or cancellation of the advocate’s enrollment.
• Contempt proceedings before the Supreme Court.
• Complaints to digital platforms to remove misleading content and ban repeat offenders.

Background and Legal Precedents

The BCI’s latest action aligns with previous judicial pronouncements affirming the prohibition on legal advertising. In July 2024, the Madras High Court ruled against online legal advertisements, reiterating that legal practice is a public service rather than a commercial activity.

The court found that online platforms such as Quikr, Sulekha, Just Dial, and Grotal violated the Advocates Act, 1961, and the BCI Rules by allowing listings for legal services. The court also ruled that such platforms were not entitled to safe harbour protection under Section 79 of the Information Technology Act, 2000, thereby holding them accountable for hosting prohibited legal advertisements.

The BCI also referenced the Supreme Court’s ruling in AK Balaji v. Union of India (2018), where the Court upheld the BCI’s authority to regulate individuals, firms, and companies engaged in legal practice, regardless of their professional designation. The judgment reinforced the principle that the legal profession is rooted in ethical service, not commercial gain.

Maintaining the Integrity of the Legal Profession

The BCI stressed that advocacy is a noble profession grounded in public trust, ethical integrity, and a commitment to justice. The increasing trend of celebrity-backed legal promotions and social media marketing threatens to commercialize the profession and weaken its ethical foundations.

The Council urged advocates and law firms to comply with the established professional guidelines and uphold the dignity of legal practice. It warned that any deviation from these ethical norms would attract strict disciplinary action.

The BCI’s directive serves as a strong reminder that the legal profession must remain focused on public service rather than profit-driven promotional campaigns. By reaffirming the principles of professional conduct and integrity, the BCI seeks to protect the sanctity of the legal profession and maintain public trust in the justice system.

Click Here to Read the Official Notification