In a significant move to curb the rising trend of law firm advertisements, the Bar Council of India (BCI) has issued a notice to DSK Legal for violating legal advertising norms. The pan-India law firm recently released a promotional video featuring Bollywood actor Rahul Bose, celebrating its 20 years of practice. However, the BCI deemed the ad “misleading and unethical,” citing violations of professional conduct rules.
BCI’s Strong Stance Against Legal Advertising
The notice, dated March 20, specifically references Rule 36, Chapter II, Part VI of the BCI Rules, which prohibits law firms from engaging in promotional activities. The BCI reprimanded the firm for “commercializing legal practice” and misleading the public by implying that tenure alone ensures legal excellence.
“Your advertisement, by engaging a Bollywood actor and implying blind faith in your firm based on its years of practice, directly contravenes these ethical mandates. It commercializes legal practice and misleads the public into believing that tenure alone ensures legal excellence,” the notice read.
Celebrity Endorsements Under Scrutiny
The video, which has since been deleted, showed actor Rahul Bose stating that clients place “blind faith” in DSK Legal. The BCI took strong objection to this, stating:
“The script clearly conveys an implication that clients should place ‘blind faith’ in your firm due to its longevity in the profession. Such a portrayal is misleading and unethical, as legal practice should be based on professional merit rather than personal narratives.”
This move comes after the BCI recently issued a strict warning against the increasing trend of lawyers and firms promoting their services through social media, influencer marketing, and paid advertisements.
DSK Legal Ordered to Comply
The BCI has directed DSK Legal to remove the advertisement from all digital platforms and submit documentary proof of compliance. Additionally, the firm must provide an undertaking that it will not engage in such promotional activities in the future.
Emphasizing the importance of professional integrity, the BCI warned that such advertising practices “undermine the dignity of the legal profession” and, if unchecked, could erode the fundamental values the legal community upholds.
With this action, the BCI has sent a clear message—law firms must adhere strictly to ethical boundaries and refrain from commercializing legal practice through promotional tactics.
