Lawyers Can’t Advertise? DSK Legal’s Reel Sparks Major BCI Action

The Bar Council of India (BCI) has condemned the growing trend of lawyers and law firms advertising their services through social media, celebrity endorsements, and promotional videos, calling it unethical and a violation of Rule 36 of the BCI Rules.

In a press release on March 17, the BCI criticized the involvement of Bollywood celebrities in such promotions and reiterated that law is not a commercial venture and must not be commodified. The Council specifically referred to a recent Instagram reel by law firm DSK Legal featuring a Bollywood actor to promote its services.

Strict Directives Issued by BCI

• Immediate removal of all ads violating Rule 36.
• Ban on use of celebrities and influencers in legal promotions.
• Prohibition of banners, promotional materials, or digital ads for legal services.
• Ban on non-enrolled individuals providing legal advice online.
• No solicitation of legal work on social media or digital platforms.
• Digital platforms must vet and remove misleading legal content.

Consequences for Violation

Violators could face suspension, enrollment cancellation, contempt proceedings, and complaints to social media platforms.

The BCI emphasized that advocacy is a noble profession rooted in public trust, not commercial gain, and warned that unethical advertisements erode the dignity of legal practice.

This is not the first time BCI has flagged such conduct. In July 2024, following a Madras High Court judgement, the BCI warned against online ads on platforms like JustDial, Quikr, and Sulekha, and confirmed such platforms were in violation of the Advocates Act, 1961.

Quoting the Supreme Court’s 2018 ruling in AK Balaji v. Union of India, the BCI reaffirmed its authority to regulate any person or firm practicing law in India, irrespective of their designation.