The Bar Council of India (BCI) has issued a strong warning against unethical legal advertising and misleading social media promotions by advocates, stressing the need to uphold the dignity of the legal profession. In a press release dated March 17, 2025, the BCI condemned the use of Bollywood actors, celebrities, and digital platforms to promote legal services, stating that such practices violate Rule 36, Chapter II, Part VI of the BCI Rules. The council reiterated that the legal profession is a noble service rooted in justice and integrity, not a commercial enterprise, and any form of advertising undermines public trust and demeans the profession's sanctity.

The warning follows a landmark judgment by the Madras High Court on July 3, 2024, which emphasized that advocacy is a service-driven profession, not a commercial venture. The court highlighted that promotional activities through online platforms severely compromise ethical standards. In response, the BCI issued directives to all State Bar Councils on July 6, 2024, mandating disciplinary action against advocates engaging in unethical advertising or solicitation of work through portals like Quikr India, Sulekha.com, Just Dial Limited, and Grotal.com. The court also clarified that such platforms cannot seek protection under Section 79 of the Information Technology Act, 2000, as they facilitate practices prohibited by law.

The BCI expressed concern over the rise of self-styled legal influencers who, without proper credentials, spread misinformation on critical legal issues such as matrimonial disputes, taxation, intellectual property rights, citizenship laws, privacy rights, and GST compliance. Misleading interpretations of landmark judgments, including the Citizenship Amendment Act (CAA) and the Right to Privacy ruling in Justice K. S. Puttaswamy (Retd.) v. Union of India, have caused widespread confusion and undue judicial burden.

In line with the Supreme Court’s judgment in A. K. Balaji v. Union of India, 2018, the BCI reiterated its regulatory authority over all entities engaged in legal practice. The council mandated the immediate withdrawal of advertisements violating Rule 36, prohibited the use of celebrities for promotions, and called for the swift removal of misleading legal content. Violations could result in severe disciplinary measures, including suspension or cancellation of enrollment and referral to the Supreme Court for contempt proceedings.

BCI notification.