The Bar Council of India (BCI) has issued a stern directive against the use of celebrities and influencers for legal services promotion, highlighting a growing concern over unethical advertising and solicitation practices among advocates. This decision comes in the wake of increasing misuse of digital media platforms by legal professionals, a practice deemed contrary to the professional standards set by the BCI.
In its recent press release, the BCI emphasized that the involvement of Bollywood actors, influencers, and other promotional tactics in the legal sector is a clear violation of Rule 36, Chapter II, Part VI of the BCI Rules. These rules strictly prohibit advocates from soliciting work or advertising through direct or indirect means, including social media, promotional videos, and digital endorsements.
The council noted with concern the rise of “self-styled legal influencers” who, without proper credentials, disseminate misleading information on critical legal issues. These include complex subjects such as matrimonial disputes, taxation, intellectual property rights, and major legislative changes like the Citizenship Amendment Act (CAA) and the GST regulations. Such activities not only spread misinformation but also place an undue burden on the judicial system by misleading the public and influencing legal decisions improperly.
The BCI’s directive follows a recent controversy involving DSK Legal, which faced backlash for sharing a promotional Instagram reel featuring a Bollywood actor. This incident, among others, has prompted the BCI to reiterate its commitment to maintaining the dignity and ethics of the legal profession.
As part of its enforcement actions, the BCI has called for the immediate withdrawal of all advertisements and promotional materials that breach its stipulated guidelines. It has warned that any non-compliance will result in severe disciplinary actions, including suspension or cancellation of enrollment and possible referral to the Supreme Court for contempt proceedings.
Additionally, the BCI has mandated all digital platforms to establish robust vetting mechanisms to prevent the publication of misleading legal content and to ensure the swift removal of any such information. This measure aims to safeguard the public from unauthorized and potentially harmful legal advice.
The BCI’s crackdown is in line with the judgment passed by the Madras High Court, which highlighted the detrimental effects of online solicitation on the ethical standards and professional integrity of the legal community. The court’s decision, which aligns with the Supreme Court’s judgment in A. K. Balaji v. Union of India, underscores the broad regulatory authority of the BCI over all entities engaging in the practice of law, irrespective of their operational labels.
