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Legal Marketing Without Hurt

the OAB Code of Ethics

it's possible?


The OAB's Code of Ethics and Discipline determines rules for the professional advertising of lawyers, which must be taken into account when planning and implementing Legal Marketing strategies. Check out what you can and cannot do below and take the first step to gain more customers through the internet.

Legal Marketing: what the OAB vetoes

In order to prohibit the commercialization of the profession, the Brazilian Bar Association restricts some advertising practices so that legal services are not seen as products to be purchased. For this purpose, article 40 of the Code of Ethical Discipline of the OAB vetoes:

1- Advertising in mass media such as radio, cinema or TV.
2- Public display ads, such as on billboards, billboards, vehicles, elevators and public environments.
3- Advertising via mail and public distribution, such as pamphlets and direct mail when attracting new customers.
4- Offers combined with legal activities with services and products of a different nature.

When the intention is to attract new customers, it is also not recommended to disclose the address and telephone number in advertising materials. But it is noteworthy that the disclosure of contact information in informational materials, such as websites, is not prohibited.

Such measures aim to maintain the professional's discretion and sobriety, who need to strive for a more serious and respectable posture. However, the OAB does not prevent the creation and implementation of a marketing plan for the office or self-employed professional. Just focus on content and adopt informative language rather than sales pitch. In this way, you will not be violating the rules.


Advertising for Lawyers and Law Firms

Any public appearance by a lawyer must be for informational purposes. The professional can grant interviews; participate in debates on radio or TV; and write articles for websites, blogs, magazines and newspapers. However, only for the purpose of clarifying doubts about technical matters to the public, however, under no circumstances, detailing causes in which it has acted or has acted.

As a way to reinforce the professional's presence, it is allowed to use some Digital Marketing strategies and tools. The main ones are:

1. Legal website

Having a website to present the professional and services provided is only allowed if it maintains an informative tone. The same goes for anyone who wants to have a blog, which is a great way to gain position in search engines, in addition to gaining visibility and notoriety. The aim should be to explain complex topics to readers and introduce them to the law. The images on the website must be related to the legal theme. Attorney titles and awards may be reported, but without advertising appeal.

2. Profiles on social media

Content published on the blog can be replicated on social media! This ensures more visibility and allows for a closer relationship with the target audience, in addition to expanding your network of contacts. However, discretion must be maintained. Informing the office address, opening hours and who the partners are can, but pass amounts charged, make promotions is already prohibited.

3. Online Events

Lawyers can participate in webinars and other online events to inform and clarify doubts about the law. They can be disclosed on the website and social networks. However, it is not allowed to sell, but when the professional starts to be seen as a reliable and expert source in his field, the tendency is for the public to look for him naturally.

Did you understand how the OAB's Code of Ethics and Discipline acts in Legal Marketing strategies? If you have any questions, please contact us and we will be happy to help you!

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