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Synopsis

The Bar Council of India (BCI) has issued a notice to the pan-India law firm DSK Legal, directing it to remove a recent advertisement featuring Bollywood actor Rahul Bose. The notice, dated March 20, cites a violation of ethical norms governing the legal profession.

Referring to Rule 36, Chapter II, Part VI of the BCI Rules, the notice emphasised that the advertisement’s content contravenes ethical mandates by promoting the firm through a celebrity endorsement. “The BCI expressly denounces the involvement of Bollywood actors, celebrities, and digital media platforms as promotional tools,” stated the notice.

The advertisement, which appeared as a reel on DSK Legal’s Instagram handle, featured actor Rahul Bose highlighting the firm’s 20-year legacy and claiming clients place “blind faith” in its services. Following the BCI notice, the firm has since deleted the reel from its platform.

Emphasising that the legal profession is treated as a noble profession in India and not treated as a commercial activity or service, the BCI stated: “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 profession demands that legal practitioners maintain integrity, ensuring that clients rely on their competence rather than promotional tactics.”

The BCI criticised the advertisement terming it as ‘misleading and unethical,’ stating that legal practice should be based on professional merit rather than promotional narratives. “Such advertising practices, and celebrity endorsements, undermine the dignity and independence of the legal profession. The role of an advocate is not that of a tradesman seeking clientele through promotional campaigns but rather that of a responsible officer of the court, bound by a solemn duty to uphold justice and the rule of law,” the notice mentioned.

The BCI reiterated that all legal practitioners and firms must adhere to the Advocates Act, 1961, and the BCI Rules, which prohibit such promotional activities.

In furtherance, the BCI directed DSK Legal to immediately remove the advertisement from all platforms and provide documentary proof of compliance.

The firm was also asked to submit an explanation within ten days explaining why disciplinary proceedings should not be initiated against it and its partners for professional misconduct and violation of Rule 36 of the Bar Council of India Rules. Additionally, the firm has been asked to submit an undertaking that it will refrain from engaging in similar promotional activities in the future.

The BCI stated that non-compliance with this directive would result in strict disciplinary action under the Advocates Act, 1961, which could include suspension or cancellation of the license to practice law.