MUMBAI: India's top legal regulator has launched a blistering attack on lawyers who peddle their services through social media and celebrity endorsements, declaring the practice as tasteless as a barrister in trainers.
The Bar Council of India (BCI) has issued a stern rebuke to advocates who have been flaunting their legal prowess on digital platforms, particularly those enlisting Indian cinema stars and "influencers" to hawk their services like common snake oil salesmen.
"The profession of law, deeply rooted in public trust and ethical standards, is fundamentally distinct from commercial business ventures," thundered the BCI in its proclamation. The regulator appears particularly vexed by self-styled "legal influencers" who dispense dubious advice on everything from matrimonial disputes to taxation without proper credentials.
The council's crackdown follows a landmark ruling by the Madras high court in July 2024, which emphasised that advocacy is meant to be a noble profession driven by societal service rather than commercial motives. The judgment specifically targeted online platforms like Quikr India and Just Dial, stripping them of protections under the Information Technology Act's safe harbour provisions.
The BCI's diktat prohibits lawyers from:
* Using screen actors or celebrities to promote legal practices
* Erecting promotional banners at religious or cultural events
* Dispensing legal advice on social media platforms
* Any activity that might be construed as "solicitation" under Rule 36
The strictures apply not just to individual barristers but to firms, companies and business process outsourcing operations that engage "in pith and substance" in the practice of law.
Legal eagles who have been strutting their stuff online now face the prospect of disciplinary action if they fail to promptly remove their digital swagger. The BCI appears determined to ensure that the only thing going viral in the legal profession is respect for its ancient traditions.
In an era when even the most solemn professions have succumbed to the temptations of digital marketing, India's legal watchdog is making it clear: justice cannot be sold with a swipe to the right or left.
