Legal Marketing and the Code of Ethics of OAB: what can and cannot

Legal marketing scares you because you seem to step on a thin line. But the rule is clearer than it seems: what is prohibited is the commodification and capture of clients, not the informational and sober communication.

What is allowed (and what is forbidden)

In the light of the Code of Ethics and Provision 205/2021 of the Federal Council of the OAB, in general:

• Allowed: institutional website, informative and educational content, digital presence with moderate and technical tone;
• Allowed: disclose areas of activity, articles and the identity of the office;
• Sealed: commodifying the profession, promising results, using sensationalistic or comparative tone;
• Sealed: ostensive clientele capture and disclosure of values as decoy.

Content is capture possible

That's why content marketing is the safest and most effective field: by publishing material that helps your audience understand a right or a risk, the office builds authority without violating anything. Those who seek information find you — and come already trusting.

A website of its own, with a blog and professional identity, is the basis of this. Social networks help, but you don't control their reach or rules; your website does.